The Quebec Maple Syrup Producers (PPAQ), in collaboration with Rethink and Espace M, took advantage of the Bye Bye TV event to launch a jingle aimed at reminding Quebecers to use maple syrup in their cooking.
While maple syrup is already known for its versatility, it doesn’t always come to mind when preparing a meal. This campaign seeks to make it a natural reflex in daily life, using a simple and memorable hook designed to stick when it’s time to cook.
“It’s no longer about telling people that maple syrup is good. They already know that,” explains Gwenaëlle Marchand, Promotion Advisor at PPAQ. “The challenge is to create a habit. We want maple to become essential in every recipe.”
To support this idea, the campaign features a deliberately kitschy and catchy jingle, developed in collaboration with Ian Cooney, known for several iconic jingles in Quebec. The earworm plays with genre tropes and drives home a direct message: when you cook, bring out the syrup.
“We wanted to remind everyone that every occasion is a good one to cook with maple. And what better way to plant that message in people’s heads than with an old-school jingle,” says Mathieu Lacombe, Creative Director at Rethink.
Unveiled during Bye Bye, the jingle was then broadcast on television, online, and on the radio. A karaoke version was also launched on social media to extend the campaign across multiple platforms.
Espace M handled the media component of the campaign, including planning, strategy, and media buying, to help maximise reach and distribution across all planned channels.
The campaign will continue this winter with new TV and digital executions. These will show spontaneous moments where people are cooking with maple syrup while humming the jingle—illustrating how the act of “bringing out the syrup” can naturally become part of everyday meal prep.
Source: Grenier
