Nescafé Rich is partnering with Toronto- and Vancouver-based experiential agency Inventa to bring some of the most popular Québécois game shows from the past and present to grassroots events in rural Quebec this summer. Dubbed ‘Vite sur le piton avec Nescafé Riche,’ the initiative’s goal is to deepen engagement beyond straightforward sampling.

Beginning next month, teams will hit a variety of events and festivals all over Quebec, including Festivent in Levis, International de l’Art Vocale in Trois Rivières and Festivale de la Famille in Lachute. An event host will encourage consumers to participate in game shows – including Pictionary, Name that Tune and True or False – for a chance to win a Nescafé-branded travel mug and 50g product sample. Game topics will focus on coffee-specific information as well as Quebec pop culture.

‘We already have a strongly developed brand identity in Quebec, but we were looking for a way to take that identity and really engrain it in the culture of Quebec,’ explains Nescafé marketing manager Mark Cecchetto. ‘The concept that Inventa came to us with layered on an event presence that allowed us to meet our sampling objective, leverage our traditional media buy and develop a much more local voice to talk to our consumers.’

In addition to the experiential portion, Montreal-based Lg2 created print ads that mock real newspaper articles, telling a story of a mayor who fell asleep on the job because he didn’t have his morning Nescafé. The ads drive consumers to the sampling events by including a tour schedule. They will appear in various local Quebec community newspapers throughout the tour, with media buys handled by ZenithOptimedia.