The SAQ extends a lighthearted invitation to discovery
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This new unscripted communications campaign features real SAQ customers casually describing their preferences, revealing a vast range of personal tastes.
As we all know, the wide world of wines and spirits can be an intimidating one. This campaign evokes the SAQ Inspire program’s raison d’être, which is to help consumers better understand their tastes and use that information to personalize their purchases. By presenting real situations that customers may encounter, the TV spots illustrate the ways in which the program can guide people and allow them to receive better in-store recommendations.
By showing how easily folks can make new finds, Cossette reinforces the SAQ’s positioning as an open-minded and inclusive brand that’s attentive to their audience. This is actually the company’s first time collaborating with their staff and clientele for a TV campaign, which humanizes the program and makes its benefits feel more concrete by using real people and real SAQ advisors.
This is also the first communications initiative in three years dedicated entirely to the SAQ Inspire program. With the pandemic throwing a wrench into people’s shopping habits, the SAQ wanted to highlight the reflexes associated with the Inspire card. The program continues to be a big hit among Quebecers—with nearly 1.9 million members across Quebec—and the level of engagement remains high, even six years after the initial launch.
Cossette Media worked on the media planning for the campaign. The ads are being rolled out on TV and online.