Nespresso extends its partnership with Salut Bonjour

After a three-year run, Nespresso Canada has extended its agreement with Salut Bonjour, Quebec’s number one morning show, for another ...
nesresso

After a three-year run, Nespresso Canada has extended its agreement with Salut Bonjour, Quebec’s number one morning show, for another two years.

It also includes Quebec Matin, TVA’s morning news show that leads into Salut Bonjour.

Teaming up with Salut Bonjour and Quebec Matin is in perfect alignment with Nespresso, since the brand and shows are both rituals firmly entrenched into mornings in Quebec, according to Julie Pomerleau, VP of marketing and CSR for Nespresso Canada.

The partnership extends to digital platforms, with live viewing of the program available via TVA+ on all devices, including connected TV. Nespresso’s agency Wavemaker handled advertising and brand exposure, which includes 10-second spots airing on both TV and online versions as well as in-show passive integration through placement of Nespresso’s Vertuo machine and Nespresso coffee cup on the show.

The advertising reinforces Nespresso’s theme, “What else?” (“Quoi d’autre?”). Active brand integration ranges from the promotion of recipes and new coffee flavours in addition to sponsorship billboards, transitions and a logo on the native tile on the Qub streaming platform during live broadcast of Salut Bonjour. There will also be creation of co-branded content that highlights the contribution of the two brands to mornings in Quebec.

“The partnership’s success rests mainly on the credibility and awareness of these two complementary brands,” says Marion Marchesi, group manager at Wavemaker. ”In 2022, people are looking for authenticity, and that needs to be reflected in our marketing campaigns.”

Salut Bonjour is the most popular morning show in francophone Quebec. It also ranks second in the Top 30 programs and has the most market share among Quebecers, according to Numeris. Salut Bonjour has been a Quebec mainstay for more than 30 years, reaching an average of 2.7 million viewers weekly – including 1.2 million coffee drinkers aged 25 to 64 – with a total reach of 4.9 million across platforms.