Bon Matin is a pioneering brand of grain and cereal breads that began in the 1970s and is now well known to Quebec consumers.
Its parent company, Canada Bread, consolidated its portfolio of grain and diet products in Quebec in March 2019 under a single brand of whole grain bread, Bon Matin, and transferred its products from Boulange des Campagnards to a Bon Matin sub-brand called La mie de l'artisan.
Collaborating with Bon Matin since 2016, Capital-Image's mandate in 2019 was to promote products with no added fat and no added sugar in order to maintain sales volume. The campaign was a great success and Bon Matin decided to invest in promoting its new brand.
Bon Matin La mie de l'artisan is a gourmet product that tastes great. Our strategy was therefore to invite people to taste the pleasure of eating well, by savouring a artisan-style bread. We wanted to give consumers a unique experience with which they could enjoy the product in the best circumstances.
To do this, we developed several tactics:
The magnificent decor of the street truck allowed us to benefit from a strategic location in Illumi.
Visitors were thrilled to meet Chef Martin Juneau and to have the opportunity to taste his recipes, carefully selected according to the brand.
A total of 3,500 samples were distributed during the 3 days of activation.
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