Napoleon

Spring/Summer campaign 2019

A media strategy for a sizzling success

The challenge

Napoleon faced a dual challenge: stand out during Quebec’s competitive seasonal BBQ sales, and to become the go-to choice for males aged 35+ during the early summer frenzy.

The solution

Our response was to raise Napoleon’s notoriety by tapping into BBQ and NHL playoff fervor. We secured prime sponsorship on RDS’s “5 À 7” show, strategically timed during prime leisure hours, featuring prominent branding, live mentions, and a custom “BBQ Segment” for direct association with leisure activities. Simultaneously, a strategic partnership with TVA SPORTS brought custom segments titled “Sur le grill”, cleverly merging sportscasting with culinary showcases, alongside additional 30-second spots during key game times. Additionally, targeted radio ads on COGECO’s Énergie network further fueled our campaign, with contests and quick 15-second ads during back-to-school and holiday seasons for maximum engagement. As a result, our omnichannel campaign scored with our audience, driving engagement and sales while solidifying Napoleon’s position for Quebec’s grill masters.

Results

Napoleon embarked on a mission to capture the hearts and palates of Quebecers’ during a bustling early summer frenzy. With a strategic blend of innovative tactics and a deep understanding of Quebecois culture, we delivered results that sizzle. It’s a testament to our collaborative approach and our ability to position Napoleon as the go-to choice for grill enthusiasts aged 35+.

+10.2M

Impressions Delivered.

113%

Impression Index.

8.9M

Contracted Impressions.

240 100$

Media Value Generated.