8/16/2017
News
Vachon selects Cossette to relaunch its brand
by
Cossette
After a successful bid, Cossette and cakemaker Vachon are proud to announce their newly formed partnership. The agency will relaunch the national Vachon brand through its iconic pastries—Jos Louis, Ah Caramel!, May West, ½ Lune and Passion Flakie.
We chose Cossette because their team offers the perfect balance we’re looking for in terms of creative and strategic expertise. They are both highly qualified and able to adapt to our needs, on a human scale, which is vital for a major pan-Canadian brand relaunch. Plus, their enthusiasm to work with us was contagious.
Janick Parent, Director of Marketing and Innovation at Vachon
The Vachon brand, acquired by Mexican firm Grupo Bimbo in 2015, is well loved by Canadians, especially Quebecers, who have been loyal to the brand since it was founded in 1923.
Professionally, it’s a dream come true for us to work with such an influential brand. We all have an emotional attachment to Vachon cakes, and having the opportunity to collaborate on the brand’s relaunch is a real treat.
Michel-Alex Lessard, VP of Strategy, and Anne-Claude Chénier, Creative Director
Cossette and Vachon have already begun whipping up a new campaign, set to debut in time for back to school in September.