Super C and Cossette draft comedian Megan Brouillard for the savings season

10/5/2026

Work

by Cossette

Grocery shopping these days is a sport. Between meal planning, hunting for deals and doing mental math in the cereal aisle, you need a solid game plan. As discount grocery shopping becomes the norm, Super C is doubling down on its positioning by celebrating a distinctly Quebec instinct: getting more for your money. Enter its new communications platform, created by Cossette: “Saving is Our National Sport.”

To lead the team to victory, Super C made its top draft pick: Megan Brouillard. Named Comedian of the Year at Quebec’s Gala Les Olivier, and known for her passion for sports and candid style, she is the perfect fit to bring the campaign to life with her direct, relatable and unpretentious humour.

“No one dreams of spending their Saturday morning calculating the price per 100 grams. But when it’s time to hunt down a deal, Quebecers become true savings athletes. We wanted to celebrate that with real people and no fluff. The language of sports and Megan’s quick wit were the perfect combination.”

Geneviève Duquette, Creative Director at Cossette.

The campaign brings the world of post-game sports shows right into the grocery store. Set in the “Cold Room,” Megan breaks down and comments on the week’s grocery-shopping highlights, treating customers like athletes and their savings like winning plays.

“Saving money is no longer about compromise. For many people, it’s simply become a natural way to grocery shop. We wanted to recognize that reality with lightness and humour, while showing that there’s something to be proud of when you know how to score a great deal.”

Anna Kolakowski, Senior Vice-President at Super C

To roll out the platform, Glassroom relied on partnerships with local content and organizations that Quebecers already know and love.

“In addition to placements on television, connected TV, radio, out-of-home advertising, and digital, we wanted to reach fans where they are and create a natural connection between their passion for sports and their instinct to look for savings.”

Laura Nasser, Associate Director of Media Strategy at Glassroom

The campaign rolls out across Quebec starting October 4, 2026, across TV, radio, out-of-home, social and digital.

Credits

Advertiser : Super C Clients : Pascale Landreville l Directrice marketing Émilie Terrasi l Cheffe marketing Frédérick Demontigny l Coordonateur marketing Agency : Cossette Creative : Anne-Claude Chénier, Geneviève Duquette, Laurence Oliva, Édith Landry-Michaud, Gabrielle Godbout, Philippe Leblanc,Éléonore Hurtubise, Nicole Torneiro Content : Kelly St-Pierre, Juliette Bourbonnais, Jeremy Brisson Tessier Strategy : Michel-Alex Lessard, François Crôteau Product : Rachel Demers, Roxanne Flibotte-Rousseau, Fahey Martin Production agency : Septième Electronic production : Sébastien Hotte Printed & digital production : Nathalie Boucher Media agency : Glassroom Production house : Soma Director : Patrice Ouimet Post-production : Septième Sound studio : Lamajeure