Catégorie: Influencer relations

The Bisou Moment: An Experience Meant to Be Shared

16 July 2026

context

With Bisou wine, Symbiose sought to introduce its brand universe while building an authentic connection with consumers by becoming part of life’s simple, spontaneous moments.

To support the launch of this Chardonnay in Québec, Franchir was tasked with developing an influencer campaign designed to introduce the product to carefully targeted communities. Through the creation and delivery of custom PR packages, the objective was to transform the discovery of Bisou into a memorable brand experience, with every element reflecting the brand’s spirit of conviviality, sharing, and togetherness: the Bisou Moment.

By combining five organic PR mailers with one paid creator partnership, the campaign generated authentic social media content while ensuring greater consistency and control over key brand messages through the sponsored collaboration.

objectives

The campaign’s objective was to position Bisou wine as a natural part of life’s spontaneous moments, making both the bottle and the PR package symbols of togetherness, conviviality, and shared enjoyment among friends and loved ones.

More than a simple product seeding initiative, the campaign was designed to create a true brand experience, allowing content creators to immerse themselves in the world of Bisou before sharing it authentically with their communities.

  • Introduce Bisou wine, newly available in Québec, to a targeted audience.
  • Position Bisou as a lifestyle brand that enhances moments shared with friends and loved ones, where every bottle becomes a symbol of connection and conviviality.
  • Encourage content creators to embrace the Bisou brand universe through a creative experience that inspires authentic and engaging content.
  • Motivate content creators to share their experience across social media, amplifying brand visibility and generating consumer interest in Bisou wine.

Strategy

The success of the organic PR mailers was largely driven by their interactive and artistic nature. Designed as a true brand experience, each package invited content creators to discover and immerse themselves in the world of Bisou, rather than simply receive a bottle to sample.

To create a true Bisou Moment, each bottle of wine was paired with fresh pink-toned flowers displayed in an empty Bisou bottle repurposed as a vase. A DIY wine glass charm kit also allowed creators to personalize the experience, adding a unique touch to their tasting moments.

Completed with branded stickers, a wine fact sheet, and a canvas tote bag, every element of the package was thoughtfully curated to reflect the Bisou brand identity while encouraging authentic, natural, and highly shareable content across creators’ social channels.

results

All six content creators who received a Bisou PR package shared content across their social platforms, generating authentic and organic visibility for the brand.

The campaign resulted in 10 pieces of content, generating a total of 104,380 impressions and 204 engagements. The paid partnership ensured consistency in key brand messaging, while the organic posts from the other creators reinforced the campaign’s credibility and authenticity.

By combining organic and paid influencer content, the campaign delivered a 1,053% return on the client’s initial investment. By transforming a simple bottle of wine into the symbol of a shared experience, this creative PR mailer campaign introduced Bisou in a distinctive and memorable way while naturally embedding the Bisou Moment into the everyday lives of creators and their communities.

credits

Client | Agence Sy,biose

Content creators relations, execution and creation | Franchir

Amplification | NumHéros

La Maison Jean Lapointe lance un guide de prévention pour les parents

14 July 2026

Contexte

À l’adolescence, les jeunes sont exposé·e·s à de nombreuses influences et peuvent être amenés à expérimenter avec l’alcool et/ou d’autres substances. Bien que les parents jouent un rôle clé dans la prévention et l’accompagnement de leurs adolescent·e·s, plusieurs d’entre eux ne savent pas toujours comment amorcer la discussion ou intervenir avec bienveillance.

Forte de son expertise en prévention et en traitement des dépendances, la Maison Jean Lapointe souhaitait répondre à ce besoin en offrant gratuitement aux parents d’adolescent·e·s un outil accessible et adapté à leur réalité.

Le guide a ainsi été développé afin de leur fournir des repères concrets, des conseils pratiques et des stratégies de communication pour mieux comprendre les enjeux liés à la consommation chez leurs jeunes, retarder la première consommation et favoriser des échanges ouverts et constructifs, tout en préservant le lien de confiance avec leur jeune.

objectifs

  • Positionner la Maison Jean Lapointe comme leader en prévention et traitement des dépendances au Québec.
  • Démontrer que la Maison Jean Lapointe contribue positivement à l’éducation et à la sensibilisation des parents et des jeunes aux dépendances, telles que l’alcool et les autres substances.
  • Inciter la population et les médias à parler de la Maison et de ses outils pour les parents dont le guide parent.
  • Par ricochet, stimuler les téléchargements du guide via le site web de la Maison Jean Lapointe.

stratégie

Pour soutenir ce lancement, Franchir a déployé une stratégie de relations publiques visant à faire connaître le Guide parents tout en consolidant le positionnement de la Maison Jean Lapointe comme référence en prévention des dépendances au Québec.

La stratégie reposait sur une approche intégrée combinant relations publiques et influence. Un angle éditorial positif et bienveillant a été privilégié, soutenu par une offensive médiatique percutante et des collaborations avec des créateur·trice·s de contenu afin de rejoindre les parents d’adolescent·e·s de façon authentique et pertinente.

En misant sur des moments clés du calendrier estival, des données probantes et une porte-parole crédible, la campagne a suscité un fort intérêt auprès des médias provinciaux et régionaux.

résultats

Résultats globaux de la campagne

L’ensemble des efforts de relations publiques et de visibilité sur les réseaux sociaux représente plus de 18 424 913 impressions totales pour le Guide parents.

Résultats des relations publiques

Avec l’appui des relations publiques, nous avons généré 108 mentions confirmées dans les médias du Québec totalisant une portée de 18 375 952 impressions. De plus, 17 entrevues ont été coordonnées dans le cadre de cette campagne témoignant du fort intérêt des médias à l’égard de ce nouvel outil.

Faits saillants : 

  • 18 375 952 impressions dans les médias locaux et nationaux.
  • 108 mentions comptabilisées via les médias, dont La Presse, Radio-Canada, Noovo info, Magazine Mitsou etc.
  • 17 entrevues coordonnées, soit au 98,5 FM, Noovo info, CBC et plus encore.

Résultats de marketing d’influence

Le volet marketing d’influence et de visibilité sur les réseaux sociaux représente 48 961 impressions générées.

Faits saillants : 

  • 629 engagements générés 
  • 48 961 impressions
  • 2 collaborations rémunérées

crédits

Client | Maison Jean Lapointe

Relations publiques, médiatiques et avec les créateur·trice·s de contenu | Franchir

Transforming a Quebec Classic Into a National Phenomenon: La Journée québécoise du steamé

14 July 2026

Context

Conceived and championed by Mathieu Dufour, then amplified by Lafleur, La Journée québécoise du steamé has celebrated one of Québec’s most iconic comfort foods, the steamed hot dog, for the past three years. In 2026, the brand set out to build on the event’s growing momentum by establishing it as a lasting tradition and a province-wide celebration embraced by Quebecers from coast to coast.

At a time when consumers are increasingly seeking meaningful connections and shared experiences, Lafleur entrusted Franchir with developing and executing an integrated campaign, in collaboration with Mathieu Dufour, designed to engage communities before and throughout the May 6 celebration.

Objectives

Position the return of La Journée québécoise du steamé within Québec’s cultural conversation while highlighting the involvement of Mathieu Dufour and Lafleur as the driving force behind the initiative.

Position La Journée québécoise du steamé as an accessible, inclusive occasion that brings Quebecers together to celebrate a fun, unpretentious shared moment.

Celebrate May 6 with Lafleur sausages as an iconic symbol of Québec popular culture, recognized for bringing people together and creating memorable shared moments.

Encourage media outlets, journalists, and content creators to generate content before and during La Journée québécoise du steamé, inspiring their audiences to choose Lafleur for their next purchase.

Gameplan

In November 2025, through a collaborative phase of research, analysis, and strategic workshops with Lafleur and Mathieu Dufour, the Franchir team set out to identify the unifying idea that could elevate the third edition of La Journée québécoise du steamé.

One insight quickly emerged: at a time when many Quebecers are seeking greater connection and more positive shared experiences, the steamed hot dog represents far more than just a meal. It serves as an excuse to gather with family, friends, or colleagues.

Building on this insight, Franchir developed an omnichannel strategy designed to transform La Journée québécoise du steamé into a true collective movement. By combining live experiences, media placements, and public relations, the campaign created multiple consumer touchpoints to generate excitement, fuel conversations, and encourage Quebecers to come together on May 6.

The campaign officially launched in early April with a media relations initiative announcing the return of La Journée québécoise du steamé. Themed media kits were then sent to journalists and content creators to spark organic conversations and inspire Quebecers to start planning their own celebrations.

The campaign also relied on the active involvement of Mathieu Dufour, the “founding father” of La Journée québécoise du steamé. From content creation to in-person appearances, his participation brought the spirit of May 6 to life and rallied his community around the celebration.

To keep La Journée québécoise du steamé top of mind and part of Quebecers’ everyday conversations throughout the campaign, Franchir also secured editorial partnerships with Narcity and Bell Media, complemented by an out-of-home advertising campaign with Pattison.

To encourage public participation, the province-wide Win Your Steamé Party contest invited Quebecers to nominate the most social and community-minded people in their lives. Winners received everything they needed to host their own steamé celebration, with a few even receiving a surprise video call or in-person visit from Mathieu Dufour during their event.

To extend engagement at retail, an in-store contest gave consumers the chance to win the ultimate steamé party kit, along with a grand prize of $5,000 courtesy of Lafleur.

On May 6, Lafleur’s now-iconic hot dog limousine hit the road, travelling across Québec to meet people where they were. This mobile activation created memorable, up-close moments with both the brand and Mathieu Dufour while generating highly shareable content.

To cap off the celebration, Lafleur hosted the exclusive Steamsound Party, welcoming more than one hundred members of the media, content creators, and special guests for an evening of celebration featuring DJ Montana. To extend the experience to the general public, a contest held in partnership with Noovo Moi offered fans the chance to attend as VIP guests. Mathieu Dufour hosted the event and brought the day full circle with the Official Bite at 6:05 p.m., a celebratory toast marking the success of what has become a province-wide tradition.

From the initial announcement through May 6, every initiative was designed to build anticipation for La Journée québécoise du steamé and inspire Quebecers to come together around this beloved local classic.

Faits saillants

  • Seven months of planning and execution;
  • Nearly 50 million media impressions generated across all campaign initiatives;
  • Three contests launched simultaneously, resulting in more than 100 winners;
  • A hot dog limousine that travelled over 300 kilometres across Québec;
  • Six surprise visits to steamé parties alongside Lafleur and Mathieu Dufour;
  • A signature exclusive celebration bringing together more than 100 guests from across the media, creator, and influencer communities;
  • A collective movement that brought thousands of Quebecers together around a steamé on May 6.

Crédits

Client | Olymel (Lafleur)

Event, media and public relations | Franchir

Social Media | Cartier

Production design (Steamsound) | Madame Bombance

Lighting (Steamsound) | Pixxo

Video production | Félix Simard

Photographer | Nicolas Brassard

Quebec Ice Cider: An Exceptional Product

9 July 2026

context

Although widely recognized for its exceptional quality and distinctive character, Quebec ice cider is often reserved for celebrations and special occasions. To encourage more spontaneous consumption, the Producteurs de cidre du Québec entrusted Franchir with developing an awareness campaign showcasing five certified IGP (Protected Geographical Indication) ice ciders while highlighting their versatility and the many occasions to enjoy them.

objectives

Shift the perception of ice cider from a product reserved for special occasions to one that can be enjoyed in everyday moments.

Introduce the five IGP-certified Quebec ice ciders to targeted audiences.

Generate visibility through media coverage and content creator partnerships.

Secure meaningful media exposure to increase awareness of Quebec ice cider.

strategy

To achieve these objectives, Franchir developed a two-pronged strategy.

1. Creating an immersive and memorable experience

On March 25, Franchir hosted an exclusive tasting event for nearly 30 media representatives and content creators. Hosted by Anne-Andrée Daneau, the evening offered guests a fully immersive introduction to the world of Quebec ice cider, proving that ice cider is far more versatile than many imagine.

Every detail was designed to spark curiosity and inspire content creation: a striking scenography featuring bottles embedded in ice blocks, floral installations, a food and ice cider pairing menu curated in collaboration with Pierre-Olivier Trempe of Made with Love and Café Pista, and signature cocktails showcasing the product’s unique character.

2. Expanding the experience beyond the event

To maximize the campaign’s reach, Franchir developed four personalized gift boxes tailored to different audience profiles: Cocktail, Gourmet, Escape and Discovery. Ahead of the event, each guest received a personalized scratch-off invitation by mail revealing which themed box they would collect during the evening.

These curated gift boxes helped sustain interest well beyond the event, encouraged additional content creation, and engaged media and content creators who were unable to attend in person.

At the same time, targeted media relations efforts were deployed to share visual assets, key campaign messages and interview opportunities with spokesperson Bertrand Deltour, a Quebec ice cider producer.

Results

Franchir’s integrated campaign successfully extended the experience beyond the event, generating strong visibility across media outlets, content creators and their respective communities.

  • 2 spokesperson interviews secured with Bertrand Deltour
  • 3,283,140 combined impressions (3,117,300 through media coverage and 165,840 through influencer content)
  • 24 media and content creators attended the event
  • 26 confirmed media placements
  • 64 social media mentions generating 929 engagements

Highlights

  • An immersive experience that repositioned Quebec ice cider as an accessible, modern and versatile product.
  • A successful showcase of the five PGI-certified Quebec ice ciders.
  • An integrated strategy combining experiential marketing, influencer partnerships and media relations to maximize audience touchpoints.
  • Personalized gift boxes that extended the experience and inspired authentic content creation long after the event.

credits

Client | Les Producteurs de cidre du Québec
Brand strategy | Papilles
Media relations and experiential event | Franchir
Catering | Café Pista
Mixology | Made with Love
Flower arrangements | Flori Flora 
Host | Anne-Andrée Daneau
Photographer | Elizabeth Gartside

Journée des distilleries du Québec : faire rayonner le savoir-faire d’ici.

16 June 2026

Contexte

À l’occasion de la première édition de la Journée des distilleries du Québec, Franchir a été mandatée pour faire connaître l’événement auprès du grand public et mettre en lumière le savoir-faire des producteurs de spiritueux québécois. Pour y parvenir, l’agence a déployé une offensive de relations de presse à l’échelle du Québec afin de générer des conversations autour de l’achat local, du tourisme gourmand et de la richesse des distilleries d’ici.

Objectifs

  • Faire connaître la Journée des distilleries du Québec auprès du grand public.
  • Positionner les spiritueux québécois comme des produits d’ici à découvrir.
  • Accroître la visibilité des distilleries participantes partout au Québec.
  • Générer une couverture médiatique significative dans les médias nationaux, régionaux et spécialisés.

Plan de match

Pour maximiser la portée de l’événement, Franchir a misé sur une stratégie de relations de presse provinciale combinant approches nationales, régionales et spécialisées.

L’agence a développé des angles adaptés aux différents marchés médiatiques afin de démontrer l’intérêt croissant pour les spiritueux québécois et l’expérience unique offerte par les distilleries participantes. Un travail soutenu de sollicitation médiatique a également permis d’assurer une présence constante dans l’espace médiatique avant, pendant et après l’événement.

Résultats

L’offensive déployée par Franchir a généré une visibilité importante à travers le Québec et contribué à faire rayonner les distilleries participantes auprès de millions de consommateurs.

  • 181 mentions médiatiques obtenues
  • 17 945 742 impressions potentielles
  • Une présence dans les médias nationaux, régionaux et spécialisés
  • Une couverture soutenue sur l’ensemble du territoire québécois

Crédits

CLIENT | Distilleries du Québec

MANDAT | Relations de presse

AGENCE | Franchir

tomaté! : Turning the Tomato into an Icon.

21 May 2026

context

Founded in the Montérégie region, tomaté! is a Quebec company specializing in the cultivation of exceptional tomatoes. With the goal of increasing brand awareness and positioning its products as premium, the brand mandated Franchir to imagine a bold activation.

The challenge was to create a distinctive event aligned with the brand’s high-end DNA, in a highly competitive environment and within significant logistical constraints.

Two varieties were at the heart of the strategy:

  • The Mama (premium heirloom-style tomatoes)
  • The Mattéo (a new accessible, high-quality variety)

objectives

  • Create a significant volume of organic Instagram content.
  • Generate notoriety for tomaté!
  • Position the tomato as a premium lifestyle product.
  • Maximize earned media value through content creators.
  • Deliver a memorable and distinctive experience.

gameplan

To maximize impact, Franchir designed an activation built around one key objective: turning a single event into a long-lasting engine for organic content. Through L’apéro tomaté!, the strategy was not only to create an aesthetic moment inspired by contemporary dolce vita, but also to generate multiple complementary waves of exposure over time.

The event first generated real-time coverage, with guests sharing the immersive experience and atmosphere throughout the evening. In a second phase, professionally produced photography supported a more editorial layer of content, extending visibility through more polished publications. Finally, the gifted tomatoes encouraged a third wave of content focused on recipes and product usage, reinforcing the brand’s foodie positioning.

Supported by a curated selection of targeted and credible content creators, this approach multiplied touchpoints and content formats, transforming the event into a true driver of organic visibility, both immediate and long-lasting.

results

  • 60 pieces of content published:
    • 76% in Stories.
    • 24% in static posts.
  • 52,000 Reel views.
  • 7,000+ interactions (likes, comments, shares).
  • 600,000+ people reached.
  • An average of four pieces of content per guest (up to seven).
  • 100% publication rate.
  • $50,000 in earned media value.e.

The initial investment was surpassed organically.

Credits

Client | tomaté!

Agency | Franchir

Concept and strategy | Franchir

Art direction and experience | Franchir

Photographer | Émilie Hébert

Floral composition | Flori Flora Fleurs

Culinary experience | Menu Extra

Best Buy Express Cup : Connecting Quebec with Sports

27 April 2026

Introduction

More than just a sport, hockey is a powerful driver of intergenerational connection and community pride. In this context, the Best Buy Express Cup stands out as an initiative designed to showcase young talent while making a tangible contribution to local infrastructure, particularly community arenas.

The initiative therefore goes beyond a simple sports competition. It is an event built around the joy of playing, one that highlights communities through their young athletes and strengthens the connection between the brand and the local fabric.

The challenge was to elevate the Best Buy Express Cup final at a provincial level by giving it strong and cohesive media visibility. To achieve this, journalists and content creators were strategically engaged to transform a friendly sports competition into a true moment of collective pride and community engagement.

Through panels, meet-and-greets with Georges Laraque, and by showcasing Best Buy’s commitment to youth, the event became a true point of convergence between sport, community involvement, and brand visibility.

Objectifs

Position the Best Buy Express Cup as a must-attend tournament in Quebec.

Maximize the event’s reach and visibility across the province.

Position Best Buy Express as a brand committed to youth.

Generate positive and engaging content.

Drive content creation and mentions.

Spark interest in the event and the brand.

Gameplan

A 360° approach, rolled out in three phases:

Before

  • Sending an invitation package including a Best Buy Express Cup hockey jersey to around thirty journalists and content creators.
  • Generating unboxing content and creating desire.
  • Regional media relations to highlight local teams.

During

  • On-site coordination of media and content creators.
  • VIP experience and product distribution.
  • On-site activation with brand ambassadors.

After

  • Local media follow-ups.
  • Distribution of content (photos, b-roll) to media outlets.
  • Post-event amplification.
  • All of this helped transform the event into a narrative platform rather than a simple sports competition.

Results

  • 12.8M total impressions.
    • 11.5M media impressions.
    • 1.3M impressions via content creators.
  • 23 content creators and five journalists engaged.
  • Seven interviews with key personalities.

On-site activation:

  • 300 direct interactions.
  • +13.2% Instagram followers in one day.

Credits

Client | Best Buy Canada

Public, media and content creator relations | Franchir

Event partner | Hockey Québec

A Boreal Banquet by the Producteurs de bleuets sauvages du Québec

3 March 2026

Context

To help the Producteurs de bleuets sauvages du Québec reignite local visibility for the berry, the idea of a Boreal Banquet was born. An immersive experience celebrating the uniqueness and richness of Québec’s wild blueberry, where boreal nature, refined gastronomy and a fully sensory universe came together.

In February 2026, guests were immersed in a warm, terroir-inspired atmosphere from the moment they arrived. From the very first cocktail (or mocktail), we introduced a multisensory journey built around boreal flavours.

A four-course gastronomic menu was served to 24 attendees, including partners of the Wild Blueberry Producers of Québec, media representatives and content creators. The experience was designed as a full exploration of the blueberry in all its forms, with each course revealing an unexpected facet of the fruit, showcasing its aromatic complexity, vibrant colour and untamed character.

To extend the experience beyond the evening, curated gift bags were presented at the end of the event, encouraging continued discovery at home while generating post-event content.

Objectives

  • Showcase Québec’s wild blueberry through its versatility, untamed character and distinctive flavour.
  • Reignite visibility for Québec’s wild blueberry
  • Create a powerful sensory immersion around this emblematic berry from Québec’s terroir.
  • Drive authentic and organic content creation.

Stratégy

  • Immersive boreal concept: transform an urban venue into a wintery, boreal setting reflecting the natural environment of Québec’s wild blueberry.
  • Fluid programming: balance tasting, conversation, discovery and content creation opportunities.
  • Targeted guest selection based on credibility and amplification potential.

Results

Just two weeks after the event, more than 96 mentions had been recorded across social media and media outlets, generating a potential reach of 2,169,407 impressions.

On social media alone, 94 posts were published, generating a potential reach of 1,827,407 impressions.

From a media relations perspective, the popular magazine Châtelaine featured the delicious recipe for honey cheesecake with wild blueberry compote on its website and in its newsletter, generating a total of 342,000 impressions.

We can also anticipate four additional media mentions in the coming weeks, which are expected to generate an additional 1,855,000 impressions.

Highlights

Content volume:

  • 94 posts recorded
  • Impressions (views): 1,827,407
  • Reach (number of followers): 848,697
  • 100% of influencers published content
  • 86.2% of the content was published on Instagram

Format distribution:

  • 70.2% of the content was published as stories
  • 23.4% of the content was published as photos
  • 6.4% of the content was published as videos (Reels or TikTok)

Credits

Client | Les Producteurs de bleuets sauvages du Québec 

Conception and event production | Agence Franchir

Public relations | Agence Franchir

Video | Étienne Brière

Caterer | Rhubarbe 

Flower arrangements| Flori Flora

Technical production | Boréal technique

Hyba Immersion : When Well Being Becomes a Brand Experience

18 February 2026

context

For the launch of its Spring 2026 collection, Hyba aimed to build on the success of the 2025 event while elevating the experience. The ambition was clear: to create a distinctive moment rooted in wellness and movement, driven by a strong technological scenography.

Designed to support active women in their everyday movement, the collection deserved to be experienced rather than simply presented. Franchir therefore developed a custom activation at Oasis Immersion, where visual projections, immersive soundscapes and enveloping staging amplified the physical experience.

The event needed not only to captivate from an experiential standpoint, but also to generate a strong volume of organic content, maximize impressions and position Hyba as a brand that innovates in the way it connects with its community.

Objectives

Introduce the Spring 2026 collection within a distinctive, immersive and technology-driven setting.

Build a strong connection between the brand, media and content creators.

Have the guests test the garments in action to demonstrate comfort and performance.

Increase social posting compared to the Spring 2025 launch event.

Maximize impressions and the media value generated.

Strategy

  • Targeted guest selection: Invitation of 14 content creators and 6 media representatives, chosen for their credibility and amplification potential.
  • Immersive concept: A fit core class within a technology-driven environment at Oasis Immersion, integrating visual projections and a sensory atmosphere.
  • Product in real-life context: Guests wore the new collection during the workout, directly testing the garments in motion.
  • High-impact setting: Selection of a visually striking venue to maximize photo and video impact, encouraging the creation of Stories and Reels.
  • Seamless programming: A balanced flow between physical activity, collection discovery, networking moments and content opportunities.

Compared to 2025, the experience was designed to increase the proportion of permanent posts and boost impressions per attendee.

Results

  • 20 attendees, including:
    • 14 content creators
    • 6 media representatives
  • 55 pieces of content generated, including:
    • 83.63% Stories
    • 16.37% posts
  • Publication rate:
    • 95% of invited guests shared content.
  • Total estimated impressions: 1,410,000
  • 1.63 million video views
  • 875 engagements:
    • 101 comments
    • 752 likes
    • 22 share

Participation comparison 2025 vs. 2026:
A 25.96% increase in average impressions per participant between 2025 and 2026.
Significant increase in individual performance and publication rate.

(Data drawn from visibility reports and Stellar 2026)

Credits

Public Relations & Experiential Event Production | Franchir 
Client | Hyba (Reitmans) @reitmans @hyba 
Location | Oasis Immersion (@oasisimmersion)
Fit Core Teacher | Mister Miguel (@mister.miguel)
Photos/Videos | Elizabeth Gartside (@parfumdefemme)
Caterer | Betterave Traiteur (@betterave.traiteur)
Matcha Bar | Monbrewbar (@monbrewbar)

Two Seasons, One Shared Invitation: Discover Local Spirits.

4 February 2026

Context

Distilleries du Québec play a key role in agrotourism and in promoting locally made products. In a context of increased competition, the challenge was to raise awareness of the producers, their expertise, and the diversity of their offerings, while encouraging discovery both on the ground and at point of sale.

Assigned to support the positioning and media visibility of these initiatives, Franchir implemented a strategy combining media relations, collaborations with content creators, and amplification across social media.

This experience and discovery driven approach generated high-quality media coverage, reached complementary audiences, and maximized the impact of the campaigns in terms of both awareness and engagement.

Objectives

Highlighting
the importance of distilleries in regional development.

Encourage media and influencers
to visit microdistilleries, discover the production process, and taste local expertise, while inspiring the public to do the same.

Showcase
Québec distillery products through original and engaging initiatives.

Strategy

Franchir deployed a public relations strategy centered on experience and content.

The summer initiative revolved around a signature object, the shaker, used as a lever to tell the story of distilleries as agrotourism destinations.

The holiday campaign, in turn, focused on targeted shipments of the discovery gift set to media and content creators in order to generate authentic, organic content.

In both cases, priority was given to the complementary use of traditional media and social platforms.

Results

Results for the Shaker campaign

  • 32 media mentions
  • 7,778,673 impressions
  • 5 coordinated interviews

Results for the Discovery Gift Set campaign

  • 29 media mentions
  • 14,615,182 impressions
  • 100% of mentions included a link to the SAQ


The media coverage went beyond mere product promotion to establish a broader narrative around the role of distilleries. Interviews, site visits, and editorial content highlighted the expertise, creativity, and journeys of the distillers, fostering a human, embodied approach rather than an institutional tone.

The quality of the experiences offered and the products sent generated spontaneous, repeated, and unpaid coverage, reflecting genuine interest in the brand and its universe.

Highlights

  • 22,393,855  impressions were generate across local and national media.
  • 849,196 potential impressions were generate through social media.

Credits

Client | Distilleries du Québec

Public and media relations, influencers and content creators relations | Franchir