Super C launch a tail-wagger of a campaign for the Mira Foundation
Work
Super C has been an ally to the Mira Foundation for more than 20 years now, raising money for the organization through its 98 stores across Québec. To bolster these fundraising efforts, Cossette created an ad campaign with a component targeting an audience particularly sensitive to Mira’s cause: dogs.
As part of an urban poster tactic produced in collaboration with Publicité Sauvage and Touché!, Cossette designed multisensory signage aimed at our canine companions. Because dogs have a keen sense of smell, an aromatic blend of ingredients derived from grocery items was applied to the various posters to attract them—and grab their human’s attention.
The objective was to get consumers to go to a Super C store and make a donation to Mira. To spur people into action at the cash, Mira “unleashed” a new troupe of five puppies that, aside from starring in the campaign, will benefit directly from the funds raised. This year, Super C customers can choose to donate to Muffin, Ramen, Creton, Sésame or Roquette.
In addition to the deployment of these cute canines, the ad offensive also includes digital out-of-home and in-store signage, radio and online spots, as well as organic content on social media and across all of Super C’s platforms.