Since 1958, Ferme des Voltigeurs has stood out for its high standards in raising, processing, and distributing top-quality chickens. In 2024, the company unveils its new campaign titled “Le poulet comme il se doit” (“Chicken as it Should Be”), highlighting the importance of the quality of the main ingredient for a good chicken dish.
Under the creative direction of LaBase, this annual campaign emphasizes the fundamental values of Ferme des Voltigeurs: chickens fed with vegetable grain and air-cooled, guaranteeing exceptional flavor. “It’s not the sauce or the spices that make a good chicken dish… It’s simply the quality of the main ingredient, a well-raised and plump chicken!” says Sébastien Maheux, creative director and associate at LaBase.
Espace M, as a strategic partner, was responsible for planning the brand awareness campaign. Our team developed an integrated media strategy that includes two 15-second TV spots, media partnerships, strategic digital placement, and radio. This multi-channel approach aims to maximize the campaign’s visibility and reinforce the key message about product quality.
In addition to traditional media, a social media content strategy orchestrated by Flair Stratégie and a gradual website overhaul by LEBLEU agency complement the overall effort.
Lisanne Ménard, brand manager of Ferme des Voltigeurs, emphasizes the importance of this campaign: “Respecting quality is the driving force behind our daily operations, so it was natural to develop a memorable campaign with the creative team to highlight it!”
At Espace M, we are proud to contribute to the success of Ferme des Voltigeurs by leading the media strategy for this campaign, and we are thrilled to see the results of our fruitful collaboration.
Source: Grenier
