“Québec pork is often seen as a basic protein for basic meals. But it’s also at the heart of several culinary trends and increasingly in demand at top restaurants. Our idea was to show that with Québec pork, everyone has what it takes to be a chef.” —Geneviève Duquette, Creative Director at Cossette.
We teamed up with Les Éleveurs de porc du Québec to launch the campaign You’re the Chef to make pork even more irresistible. We started with a simple idea: Show that cooking this local protein is the perfect opportunity to feel like a star chef—even if you’re just a home cook.
A nod to our cooking heroes
We had fun alluding to two Québec cooking icons, Marilou from Trois fois par jour and Stefano Faita. But we had no intention of showing them on screen! Instead, we made reference to their aesthetic and their public persona without actually featuring them in order to encourage Quebecers to cook pork with as much confidence as these celebrities.
Recipes for every taste
To awaken Quebecers’ taste buds, the campaign showcased original recipes and modern techniques that defy expectations. From BBQ lovers to air fryer fanatics, everyone will be able to enjoy this product their own way.
This campaign will run throughout Québec from September 29 to December 15 on TV, as digital content, in web banners and in print—platforms that will reach Quebecers and inspire them to rediscover the pleasure of cooking with Québec pork.
Taken from: Cossette