Rouge FM Becomes Rosé FM, Thanks to the SAQ

To kick off rosé season in a vibrant and unexpected way, we teamed up with the SAQ and Bell Media to temporarily rebrand one of Quebec’s most beloved radio stations, Rouge FM, into… Rosé FM! By unexpectedly weaving itself into the Mother’s Day moment, the SAQ set out to rekindle interest in rosé wines and build a warm, genuine connection with Rouge FM’s loyal listeners.

Blending emotion and inspiration, the campaign played on the powerful symbolism of Mother’s Day—a time to celebrate, connect, and give. Featuring a curated selection of rosé wines, the SAQ positioned itself as the ideal partner to help people find the perfect gift. This bold strategic activation came to life through a unique media collaboration with Bell Media and the station affectionately known as "mom’s favourite": Rouge FM.

Powered by the close collaboration between our creative and media teams, the campaign stood out for its bold media creativity. Highlights included a full station identity takeover, content integration into popular shows such as Véronique et les Fantastiques, Complètement midi, and Vos hits du weekend, and editorial spotlights on rosé wines during segments hosted by sommelier Phil Lapeyrie.

Running from May 8 to 11, the campaign extended its reach beyond radio to include out-of-home placements, digital audio, web and social media components.