Daring to stand out
“Since we can’t top the big players in our category when it comes to budget, we decided to top them with our creativity.”
Hugo Magnan
President, Groupe MAG
In a category where consumers buy on autopilot, MAG had to stop whispering and start shouting. The mayonnaise market, dominated by major brands with impressive budgets to secure their shelf space, remained difficult for this local player to break into.
Our mandate was to transform a convenience product into a go-to brand. We saw MAG’s size not as a disadvantage, but as a sign of agility that would allow us to shake up the giants with a confident challenger stance. We worked with the brand to establish the reputation it deserved: as a tasty, premium and even fun option for people looking for both affordability and quality.
Packaging as the key medium
High-impact packaging became our main channel of communication. By using a deep, solid black reminiscent of luxury products, we elevated MAG from another item in the condiment aisle to an object of desire. It’s no longer just mayonnaise – it’s an aesthetic statement. The label design was thoughtfully conceived to function as a graphic block, strategically optimizing space and transforming every shelf into a billboard.
A witty and direct tone was also adopted to foster an immediate emotional connection with consumers. This gave the small player a voice that could challenge category giants while conveying an important message to consumers at the moment of purchase: local tastes better.
When design makes all the difference
MAG’s success is proof that a strong identity can effectively encourage local purchasing. By breaking the rules of the category, we transformed a local product into a must-have brand, capable of competing with global giants on its own turf. It’s not just mayonnaise that people buy on a whim; it’s a conscious choice that has led retailers to give MAG a prominent position on shelves.
Explosive growth: Sales up 161.5% in Quebec,* surpassing category growth (3.8%).
Doubled velocity: In just one year, shelf turnover doubled, facilitating strategic breakthroughs in major chains such as Super C, Walmart and Costco.
MAG has become the embodiment of “smart local resistance.” It’s proof that with visual boldness and strategic rigour, a small player can not only establish itself, but redefine the standards of an entire category.
*Nielsen (52 weeks ending September 27, 2025).
Client
Founded in 1989, Groupe MAG, with its head office in Saint-Augustin-de-Desmaures, has become a benchmark in Quebec’s agri-food industry, specializing in mayonnaises, dressings, dips, spreads and sauces sold under the MAG and Malimousse brands. The company also has a production plant in Lévis.
Its expertise relies on proven methods and a constant commitment to quality and innovation. Thanks to a dedicated research and development lab, new products are designed to meet changing market expectations and the professional requirements of the retail and HRI sectors.
All production operations are subject to rigorous controls, guaranteeing compliance with the strictest safety and quality standards, including HACCP certification. In 2025, Groupe MAG overhauled its visual identity to align its image with its fundamental values of excellence, agility and positive impact.
