Federation des producteurs de lait du Quebec resume cheese promotion
The Fédération des producteurs de lait du Québec has resumed for a second year a campaign promoting cheese from the province. The initiative, developed by Cossette, consists of two television commercials comparing cheeses to personal stories. One ad depicts a couple's 50th wedding anniversary, while the second depicts the process of looking for a job. Each ad will air in French and English. The effort also includes a redesigned website at <http://www.ourcheeses.com>, social media activities, and a joint promotion with SAQ suggesting pairings of wines and cheeses. In addition, the organization is conducting a contest, the winner of which will receive a trip to La Pinsonnière in Charlevoix. Other elements include a product placement agreement with television program Un souper presque parfait, as well as media in the "Foodie" section of Ricardo magazine.