Pork lover Jess Latendresse joins Quebec Pork Producers and Cossette to make life a little more tender

10/19/2026

Work

by Cossette

Quebec Pork Producers are launching a new campaign under their You’re the Chef! platform, giving Quebecers the tips and confidence they need to cook tender, flavourful pork dishes. At the heart of the campaign is Jess Latendresse, a big fan of Quebec pork, who brings a fresh, playful twist to cooking in a series of videos that shake up culinary conventions.

While consumers are becoming increasingly familiar with pork and its different cuts, many still lack the confidence to cook it successfully.

In Jess’s world, everyday situations become opportunities to share simple tips and tricks for cooking pork. With her down-to-earth style and signature humour, she makes cooking pork feel easy and approachable. If Jess can do it, anyone can.

“We want Quebecers to know that making tender, flavourful pork dishes at home is easier than they might think. With just a few simple tips, anyone can feel more confident in the kitchen. And once you get comfortable cooking pork, you discover just how versatile and delicious it can be.”

Danielle Vaillant, Director of Marketing and Corporate Image at Les Éleveurs de porcs du Québec.

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“Building confidence starts with capturing people’s attention. We wanted to bring unexpected humour to the campaign without losing sight of the practical advice. Whether it’s a meat thermometer, a cooking technique or a cut of pork, Jess draws playful parallels with everyday situations. That blend of humour and useful tips is what gives the campaign its own distinct voice.”

Richard Rochette-Villeneuve, Vice-President, Creative at Cossette.

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Launching across Quebec on October 19, the campaign will run across television, connected TV, online video, and digital and social media platforms.

Credits

Advertiser : Les Éleveurs de porcs du Québec Clients : Danielle Vaillant, Directrice, Service du marketing et de l’image corporative Patricia Gagnon, Conseillère, Service du marketing et de l’image corporative Agency : Cossette Creative : Richard Rochette-Villeneuve, Vice-président, création Jasmin Brochu, Directeur artistique Zoé Forest Paradis, Conceptrice-rédactrice Strategy : Pier-Olivier Léonard, Directeur de la stratégie Product : Benjamin Huot, Chef de produits, principal Production agency : Septième Electronic production : Joannie Roy Media agency : Cossette média Production house: 0001 Director : Marc-Olivier Valiquette Post-production : Post 430 Sound studio : Circonflexe