The advertising campaign plays on the authenticity and nostalgia of artisanal snack bars from our childhood, featuring the best French fry in Quebec – Valentine’s famous fresh-cut fry. The campaign is built around the theme of “Lache pas la patate” (loosely translated as “Don’t give up”). For authenticity, the art direction is “neo-snack bar,” and it’s applied to all target market touch points including radio spots, billboards and direct marketing as well as to materials in the 95 restaurants across Quebec in the form of outdoor signage, tent cards, menus and backlit.
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