McDonald’s and Cossette go big again to promote a true Quebec icon—poutine, now available in large size in their restaurants throughout the province.
The campaign traces the history of the legendary poutine in a 60-second video. Shot on the outskirts of Victoriaville, the video incorporates various elements that played a role in how the recipe came to be, such as the cheesemaker in Plessisville, which supplies the cheese curds for McDonald’s poutine, and Jeannine Vaudreuil, who was in Warwick in 1956 when restaurant owner Fernand Lachance allegedly combined fries and cheese curds for the very first time.
The spot features actors and non-actors from Warwick and Drummondville, adding an extra touch of authenticity to the content and reopening the debate about the dish’s origins.
The energetic feel of the video was enhanced by the directing style of Le GED, and an original track composed by Vlooper of Alaclair Ensemble.
This professional campaign titled 'Large poutine. A huge legend.' was published in Canada in April, 2021. It was created for the brand: McDonald’s, by ad agency: Cossette. This Integrated medium campaign is related to the Food industry and contains 1 media asset. It was submitted over 1 year ago by Daphné Cousineau of Cossette.
Advertising Agency: Cossette, Montréal, Canada
Creative: Louis-Philippe Tremblay, Anne-Claude Chénier, Alexandre Gadoua, Cédric Audet, Guillaume St-Hilaire, Nicolas Doyon, Simon Provencher-Girard
Strategy: Jean-Xavier Wilhelmy
Content strategy: Sophie Giroux
Product: Vanessa Audigand, Ariane Landry, Natalie Azoulay
Production: Géraldine Beaulieu
Media agency: OMD
Media : Isabelle Baillargeon, Benjamin Ferreira, Nour Hanna
Weber : Marie-Emmanuelle Khoury, Marie-Philip Leduc
Production house: Les Enfants
Director: Le GED
Sound: La Majeure
Original music: Vlooper