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McDonald's promotes poutine in Quebec
McDonald's Canada has begun a campaign in Quebec promoting its poutine. The effort, aimed primarily at young people, presents the product as a late night food for the festival season. Developed by Cossette, the creative takes the form of promotional glasses and coasters displaying the copy "Bonne faim de soirée," a play on words combining the meanings of "Enjoy the end of your evening" and "Enjoy the hunger of your evening." The glasses and coasters are being used at various bars and nightclubs that are near 24-hour McDonald's locations and do not serve food themselves. The bars also display poster ads in the washrooms. Media planning and buying for the campaign is being handled by Touché OMD. The media is being provided by Zoom Media. The campaign will run until the end of August.
"Promotional glasses are a first for Zoom," said Sophia Ouarab, media integration project manager at Zoom Media. "They seamlessly integrate into consumers' lifestyles, which makes them a great product. The promotion hones in on a real need at the right time, end-of-night cravings. Furthermore, as the customer sips his glass, the ad's message is displayed time and time again."