Vachon is celebrating its 100th anniversary
5/11/2023
Work
by
Cossette
Vachon is thrilled to be celebrating 100 years of deliciousness and joy. Inspired by pictures from the last century, Cossette is putting a fun spin on 100-year-old photos taken from the Bibliothèque et Archives nationales du Québec (BAnQ) to illustrate the joy that Vachon cakes have brought to the lives of Canadians everywhere.
The family business owes everything to Rose-Anna Vachon and her husband, who made the bold move of selling their land to purchase a small bakery in Sainte-Marie-de-Beauce in 1923. A few years later, advancements in large-scale pastry distribution revolutionized the industry and their success story continues to be written, generation after generation.
Vachon cakes are a part of Quebec’s baking heritage. Canadian brands that have lasted this long aren’t exactly a dime a dozen. We’re proud to be celebrating Vachon’s 100th anniversary with our consumers from coast to coast.
Maryna Shcherbyna, Senior Marketing Manager at Bimbo Canada
Life was no piece of cake before 1923. It’s obvious in photos from the BAnQ’s archives—people didn’t smile. We like to tell ourselves that everything changed when Vachon cakes came along, so we drew inspiration from this fun observation to remind Quebecers that Vachon has been a source of joy for the last 100 years.
Anne-Claude Chénier, Executive Creative Director at Cossette
The campaign, which will be rolled out across Canada, includes OOH, online content and various digital assets on social media.
Credits
Advertiser
Vachon (Bimbo Canada)
Agency
Cossette
Creative
Anne-Claude Chénier, Anik Ouellet, Jean-François Perreault, Éric Bouchard
Strategy
Jean-Xavier Wilhelmy, Octavie Albert, Jérémy Brisson-Tessier
Product
Sophie Couvrette, Rachel Demers, Laurence Campeau
Production agency: Septième
Broadcast production: Mélissa Audette
Graphics: Martin Lemay, Daniel Cartier, François Hiron
Photography studio: Consulat
Photographer: Simon Duhamel
Media agency: Starcom
Media strategy: Valérie Jolivet, Roxane Guibert