Cora shows her colours

The Canadian restaurant chain is brightening everyone's morning commute with a series of new billboards that pop nicely in a sea of cement and supermodels.

Breakfast chain Cora has unveiled a new OOH campaign to highlight its homey side. The billboards feature company founder Cora Tsouflidou displaying fresh fruit in front of a matching coloured backdrop, with the tagline ‘Colourful Cora.’ The campaign began this month and runs for the next two months. Montreal-based Réservoir handled the creative; this is their second year with the Cora account. Média Estratégia was responsible for the media planning and purchasing.

OOH was chosen specifically because of its ability to reach a wide demographic, the target being adults 25 to 55, particularly those with children. ‘Other media are really fractionalized,’ says Perreault, ‘Out-of-home is a media that you cannot miss and you cannot skip.’ The media strategy was to place billboards within 10 kilometers of a Cora restaurant. The campaign is Canada-wide, although BC will not be included in the campaign until the province’s first Cora restaurant opens in Victoria in early fall, followed by openings in the Kelowna and Vancouver markets.

Tsouflidou continues to be the face of the brand, and even the fonts used are designed to match her handwriting. The idea was to reflect the bright, sunny personality of the restaurants, according to Réservoir associate Yves Perreault. ‘The bright colours communicate the ambience you’ll find in the restaurant.’