Boost consumer interest in the La Parisienne brand and drive in-store sales (trials and repeat purchases).
Encourage retailer participation to obtain secondary displays.
Strengthen brand positioning with the hashtag #enmoderesponsable
Intensify the message by using a media platform that has a vast reach (television) and enrich the approach with a strong presence at points of sale (terrain execution).
A garment truck was dispatched to different supermarkets in the province to collect used clothing and give it a second life. In addition to the TV campaign and media creative on TVA, a major web campaign was deployed with a focus on well-known influencers.
Province of Quebec