Fontaine Family is the first B2C brand of Montpak, the largest veal producer in North America. With its signature purple tray packaging freshly arrived on shelves everywhere, Fontaine Family needed to define how to articulate its brand universe in a digital ecosystem. The ultimate goal is to support Fontaine Family's ambition to position veal as a key ingredient in the daily lives of Quebecers.
MANDATE
In the context of declining meat consumption, we aimed to make veal more accessible, easy to prepare, and convenient for Quebecers. By emphasizing family values, our plan was to create a creative platform that promotes Fontaine Family as a delicious choice from farm to plate.
"The expertise we've gained with Substance these past four years for the Fontaine Family brand has helped us create impactful and successful campaigns," says Jessica Wright, Marketing Director at Fontaine Family
OUR APPROACH
Not everyone can be a grillmaster. Even those of us who claim to be are, for the most part, only familiar with our own BBQ equipment. Forget about trying to operate someone else's grill. That's why we tend to stick to the few recipes that we know and love. However, barbecuing is a world of flavour just waiting to be discovered. By presenting Fontaine Family as a resource to making simple and delicious barbecue goods, we were able to highlight the brand's aspirational side, showcasing its diverse range of products and recipes. Get ready to welcome Fontaine Family into the kitchen for all your culinary creations—and taste the power of purple!
RESULTS
Website visits
20,000
after launch (2 months)
over
66.50%
traffic comes from media campaigns
CPV on Facebook
3x
less expensive than the industry average
CPC (Cost per click) on Google Ads
2x
times cheaper than industry average
