Van Houtte conducts national campaign
Montreal-based coffee chain Van Houtte has begun a new advertising campaign intended to raise awareness of the chain outside of Quebec. The national campaign seeks to connect the brand with other well-known "Vans" from history, including Vincent Van Gogh, Ludwig Van Beethoven, Jean Claude Van Damme and Eddie Van Halen. The creative makes use of an original guitar riff by Van Halen. The campaign was developed by Sid Lee. It consists of national television commercials accompanied by billboards in the Toronto area, as well as point-of-sale and digital materials. Van Houtte is owned by Keurig Canada.
"Over the weeks and months to come, Canadians will be hearing much more about Van Houtte," said Caroline Losson, marketing vice-president at Keurig Canada. "We will draw inspiration from the other celebrated 'Vans' who were masters in their own right."