FPLQ promotes picnic cheeses through specialties

The dairy fed is cutting itself a slice of TV advertising this month on Astral's specialties, a summer campaign first for the brand.

La Fédération des producteurs de lait du Québec (FPLQ) launched a five-week radio and TV campaign to support the province’s cheeses. Created by Cossette’s Québec office, which also handled the media buys, the new campaign ‘Pique-niques d’ici’ (‘Picnics From Here’) targets the 25-to-49 demo by inviting Quebec families to ‘pique-nique’ with local cheeses in one of the province’s 22 national parks.

Each week until Aug. 16, a new radio and 30-sec TV spot will highlight a different region’s local parks and cheeses, and direct consumers to the Fromages D’Ici website, featuring the cheeses and recipes, as well as a contest that has participants answering the question (in French) ‘Which cheese would you choose for your perfect picnic?’ for a grand prize trip for four to Anticosti National Park.

The radio spots will air on Astral Media’s RockDétente radio stations, while the TV spots air on Astral’s specialty channels Séries Plus, Vrak.TV and Canal Vie. Advertising on TV over the summer months is a first for the Quebec dairy producer. ‘The specialty networks are starting to be very popular,’ Nicole Dubé, marketing director at FPLQ tells MiC, ‘especially during summer when they have special [summer-themed] programs.’ The campaign was developed with government agency La Société des établissements de plein air du Québec (SÉPAQ), which develops and operates nature sites and tourist attractions.