10/28/2021

Work

Vachon invites Québecers to bite into joy on the brand new Vachon Market

by Cossette

The snack cake brand has launched a new rewards platform where absolutely everything tastes like joy

Until November 28, Vachon is serving up even more tasty offerings. The country’s favourite brand of snack cakes has launched the Vachon Market, a new interactive platform. If you thought the cakes taste like joy, wait until you bite into everything on the Vachon Market.

Vachon has always been there for consumers during moments of joy, both big and small. We wanted this initiative to help us show how much joy our snack cakes can bring, all while maintaining the playful, vibrant tone our brand is known for.

Mariève Lepage, Senior Marketing Manager, at Vachon

Developed in collaboration with Cossette, the Vachon Market is the brand’s very first online platform. It will allow Vachon super fans to take part in challenges and earn Joy Bucks™, which they can redeem for snack cakes, branded apparel exclusive to the Vachon Market, and other great prizes, each more joyous than the last.

This new platform is helping a beloved Québec brand—one that will soon celebrate its 100th anniversary—bolster its digital transformation. Powered by an integrated communications campaign, the Vachon Market is the centrepiece supporting all other elements.

Eating a Vachon snack cake brings you joy with every bite. ‘Bite into joy’ was the logical inspiration for the online platform, where people can eat, share and collect all kinds of joyous things. Plus, we had fun biting into joy across all touchpoints.

Anne-Claude Chénier, Vice-President, Creative Advertising, at Cossette

The brand also has a few surprises up its sleeve, especially in terms of outdoor signage. For the big launch, Vachon took bites out of different places all over the city, including one of its most iconic landmarks. With help from the team at Mural, we used a trompe-l’œil effect to bite into the renowned Olympic Stadium.

4a Cossette Vachon stunt Stade olympique

Fans of the brand are now invited to start biting into joy themselves on the Vachon Market.

Credits

Advertiser: Vachon (Bimbo Canada)

Mariève Lepage, Annick Rousseau, Christelle Samson, Tania Goecke

Agency: Cossette

Vice-President, Creative Advertising: Anne-Claude Chénier Vice-President, Strategy: Michel-Alex Lessard Creative: Anne-Claude Chénier, Geneviève Duquette, Anne-Marie Clermont, Éric Bouchard, Jean-François Perreault, Jean-François Thériault, François-Julien Rainville, Camille Lévesque, Florence Panneton Strategy: Michel-Alex Lessard, Èva Morin, Sophie Labarre, Jérémy Brisson-Tessier, Pauline Després, Clément Ginon, Johan Bravo Product: Sarah Sawyer, Alexandra Zins, Chloé Simard, Sophie Couvrette, Audrey Dignard Digital Creative: Anne-Claude Chénier, Geneviève Duquette, Frédéric Lord, Marlène Dulude, Tommy Vincent Mathieu, Sébastien Tremblay, Éric Bouchard, Jean-François Perreault, Élizabeth Cordeau-Rancourt, Souléman Diallo UX Design: Barbara Roque, Thorgal Creuze Digital Development: 3 tier logic, Jean-Louis Mainguy, Pier-Olivier Vachon, Nicolas Gommenginger, Thomas Dalmeyda Production (Septième): Émilie Meunier, Julie Beaudoin

Media Agency: Starcom

Media Partners: Publicité Sauvage, Eat It Up Media Production House: Pas de fruit Director: Olivier Ménard Food Stylist: Chantal Legault On-Set Art Director: Sylvain Lemaitre Visual Effects: Emmanuel Mazeron Stunt Production: Mural Sound: La Majeure