Vachon orchestrates the heist of the century

To showcase the new cakes, we drew inspiration from a real-life event in 2019 where three people managed to steal a shipment containing over 100 boxes of Jos Louis, only to be apprehended a few weeks later.

With a subtle mix of fact and fiction, Vachon staged a theft of their new Ah Louis and Passion Caramel! cakes and shared a video of the heist on social media. This generated a record engagement rate for the brand, with more than 3.5 million views and 230,000 interactions around the world.

“Vachon is no ordinary brand—it’s an icon that’s firmly anchored in pop culture here in Quebec. That’s why it made sense for us to give diehard fans an extraordinary experience, even one based on real events,” said Anne-Claude Chénier, Executive Creative Director at Cossette.

“Vachon is a beloved brand that stands out from the crowd and allows us to engage with our fans in an unusual way! Cossette allows us to push our limits every year.” added Maryna Shcherbyna, Senior Marketing Manager at Vachon.