Agropur conducts OKanada campaign
Dairy company Agropur has begun a campaign called "OKanada" promoting its Oka line of cheese products. Developed by Lg2 of Montreal, the initiative consists of 60- and 30-second videos featuring actor and comedian Colin Mochrie. In the creative, Mochrie questions a series of Ottawa pedestrians about their knowledge of cheese. The campaign also includes online banners, a website at <http://www.okacheese.ca>, a coupon promotion and social media activities. Media work for the campaign is being conducted by Touché.
"This initiative is part of our strategy and development for the Oka brand to make it Canada's iconic cheese," said Bruno Ledoux, senior brand manager for Oka. "As our cheeses are already well-established and well-known in Quebec, we want to use the brand's Canadian and local heritage to increase awareness at the national level."