Every year in February, the Super Bowl transcends sport to become a cultural ritual. Families, friends and students gather around a screen… and a plate of chicken wings.
For Benny&Co., this moment represents a strategic peak. The challenge was not only to increase sales, but to leave a lasting mark on the collective imagination. From the original idea to its rollout in grocery stores and across digital platforms, the initiative successfully combined humour, perfect timing and strong strategic coherence.
objectives
Position Benny&Co. as a culturally agile and relatable brand.
Drive sales of Z’ailes products in grocery stores during Super Bowl weekend.
Generate organic engagement on social media.
Gameplan (🏈)
Bad Bunny was dominating the headlines: a world tour, the Grammys and the Super Bowl halftime show. His cultural presence was impossible to ignore, particularly among young adults.
In this context, Franchir identified a unique opportunity: create a playful and self-aware nod by transforming Benny&Co. into “Bad Benny” for Super Bowl weekend.
A simple, bold and instantly memorable idea that made it possible to:
Anchor the brand in current pop culture
Generate a surprise effect
Create fertile ground for social content
Break away from traditional promotional approaches
Franchir established the strategic foundation: a highly timely activation, perfectly suited for social media and a unique opportunity for the Québec brand to occupy this cultural moment with legitimacy.
Bad Benny was born.
Highlights
Close to 500,000 Z’ailes sold during the strategic weekend!
Cultural Relevance
Rather than creating an artificial universe, the campaign tapped into a cultural moment already in full swing. The twist was instantly understandable and highly shareable.
Intergenerational Moment
The big game brings generations together. The musical reference resonated with younger audiences, while the product itself remained deeply rooted in family traditions.
Coherence with the Brand’s DNA
Benny&Co. is a generous brand, deeply present in the everyday lives of Quebecers. Bad Benny did not betray this DNA; it modernized it.
With the evolution of “Sortez les canons!” into Canons! and the opening of a new location, the brand was entering a pivotal phase. The challenge was not only to increase visibility, but to make the Canons! experience felt even before walking through the door: vibrant market-driven cuisine, thoughtfully curated wines and, above all, the people at the heart of every story.
In a restaurant landscape highly saturated on social media, differentiation relied on storytelling, consistency and content quality.
By combining a clear editorial direction, embodied content series and a rich, evolving content library, Canons! strengthened its positioning while equipping its teams to fuel organic content on a daily basis.
The result: strong community growth, sustained engagement and high-performing content designed to stand the test of time.
Objectives
Translating Canons!’ positioning and new identity into coherent, recognizable content.
Creating a sustainable photo and video content library designed for long-term use.
Humanizing the brand by highlighting the team, the producers, and shared moments.
Driving engagement and supporting the growth of the Instagram community.
Strategy
In a space where food content often looks the same and is consumed quickly, the challenge was not to produce more, but to produce better, with intention. From the outset, Franchir approached the Canons! assignment as a long-term editorial endeavor rather than a simple execution of posts.
The first step was to translate the brand’s positioning into a clear narrative. Canons! is not just a restaurant; it is a table where people, products, and stories come together. This vision became the guiding thread of the entire content strategy.
From there, Franchir structured an editorial direction built around recurring series, each conceived as a chapter of the Canons! experience. Behind the counter, wine without pretense, the art of sharing, and Canons! moments created familiar touchpoints for the community, while leaving room for spontaneity and emotion. This approach strengthened brand recognition and ensured a cohesive reading of the content, particularly within the Instagram feed.
On the production side, expertise translated into an optimization-driven approach. Each photo shoot was designed as an immersive capture, combining editorial visuals, lived moments, and behind-the-scenes content. Filming was not solely focused on producing finished assets, but also on building a library of raw footage that the Canons! team could use on a daily basis. This method made it possible to balance aesthetic quality with operational agility.
Video was used as a narrative lever rather than a simple reach-driven tool. Reels were designed to capture attention within the first seconds, while respecting the brand’s rhythm, atmosphere, and sensibility. Editing, subtitling, and shot selection were all intended to immerse the audience in the experience, as if they were already seated at the table.
Results
A content library conceived as a strategic asset, not as ephemeral content.
Reels designed to capture attention without compromising the restaurants’ identity.
A strategy that equips Canons! and supports agility in day-to-day content creation.
A strengthened positioning driven by visual and narrative consistency across all publications.
Highlights
Results of the content strategy and production:
A +52.7% growth in Instagram followers between March 2025 and January 2026.
180 retouched photos delivered, produced across six photo shoots.
16 Reels edited and subtitled.
Hundreds of raw clips delivered to the client to support ongoing organic content.
An average engagement rate of 4–5%, above industry benchmarks.
Consistent video performance ranging from 600 to 2,900 views per Reel.
Credits
Client | Canons!
Social media strategy and content production | Franchir
For the 2025 back-to-school season, Alloprof mandated Franchir to highlight its role as an ally and key educational resource for three specific audiences in Québec:
High school students
Parents of elementary and high school students
Teachers
After an in-depth analysis of these audiences, Franchir proposed a comprehensive campaign integrating public relations, influencer marketing, and media placement. A great challenge—each audience required a personalized approach tailored to its needs and habits.
Colorful ads aligned with Alloprof’s brand, toolkits, and unconventional influencer messaging helped us reach audiences by speaking their language.
Public relations were leveraged to deliver key messages: supporting parents in their child’s learning journey, and providing teachers with a selection of tools to start the school year on the right foot.
In influencer marketing, creators were selected to project a sense of group spirit and mutual support, encouraging young people to turn to Alloprof during team projects or individual study sessions.
Objectives
Position Alloprof as Québec’s academic success ally, helping to lighten the load for parents from the very start of the school year thanks to its tools such as online exercises, educational games, and live chat with a teacher.
Embed Alloprof into the daily routine of students, parents, and teachers so that using its tools becomes second nature for each of them.
Strategy
In order to reach the target audiences identified by Alloprof, various methods were deployed throughout this major campaign.
For our student audience, we partnered with four popular Québec content creators who frequently collaborate with one another. Marie-Anne Farley, Gabriel Gagnon, Aly Brassard, and Shahin Ouest helped establish a sense of community around Alloprof.
This approach allowed us to reach their audiences authentically and integrate more naturally into their usual content.
The collaborative aspect and group spirit promoted through these partnerships enabled us to connect with each creator’s audience in an authentic way and fit seamlessly within their typical creative universe.
Across four videos published on social media, the creators shared engaging, entertaining content highlighting the wide range of resources Alloprof offers to support students throughout the school year.
Parents, meanwhile, were proactively reached through regional and national media outlets.
The strategy also included elevating spokespersons through targeted interview opportunities and leveraging key data and statistics to demonstrate Alloprof’s concrete impact on students, parents, and the broader educational ecosystem.
The messages encouraged parents to (re)discover Alloprof’s resources to support their children with homework—or to lighten their load by using fun learning tools that foster greater autonomy.
Finally, teachers were introduced to helpful new resources and invited to download a dedicated toolkit via Québec podcasts, specialized Facebook groups, and press articles.
Results
The back-to-school campaign achieved widespread visibility across the web, social media, podcasts, and traditional media. In total, 34 million impressions were generated across the campaign’s three components—far exceeding the initial objectives.
Media placement allowed us to reach Alloprof’s three priority audiences through a variety of formats: audio messages, as well as static and animated visual ads.
On the public relations front, our initiatives secured mentions in several well-known traditional media outlets. Through the podcast seeding approach, hosts discussed Alloprof’s featured back-to-school tool, and that same resource was shared in seven relevant Facebook groups, generating 210,360 potential impressions.
Finally, in influencer marketing, the four content creators published collaborative content spotlighting Alloprof’s services and tools available to students. This campaign component alone generated 1,316,400 impressions.
In numbers
Nearly 34 million impressions generated through public relations, influencer marketing, and media placement initiatives.
Media Placement
3,484,212 impressions across our three target audiences
95.15% completion rate on audio messages
Public Relations
179 mentions across media outlets, podcasts, and Facebook
26,423,659 total impressions
13 interviews given by spokespersons
Influencer Marketing
Over 1,316,400 impressions
More than 50,000 engagements across platforms, for an average engagement rate of 3.74%
Credits
Client | Alloprof Creative and media | Franchir and Alloprof Public relations, media relations and content creator relations | Franchir
For the past eight months, Franchir has been supporting the AQOA with content strategy and social media management. For Communication Month 2025, AQOA entrusted Franchir with the mission of bringing new energy to its digital presence. The goal: to humanize the professions of speech-language pathologists and audiologists and foster real public connection through a strong, relatable, and accessible campaign. For this themed month, Franchir proposed an editorial approach rooted in lived experiences and emotion — highlighted by a visual series inspired by the nostalgic trend of childhood photos.
Objectives
Every May, the Association québécoise des orthophonistes et audiologistes celebrates Communication Month — a golden opportunity to highlight the essential impact of speech-language pathologists and audiologists in society. In 2025, the goal went even further:
Showcase these professionals to the general public
Build a strong emotional connection with the community
Humanize the professions through real-life stories
Generate significant organic reach, without an advertising budget
Gameplan / Strategy
A human-centered editorial approach built around portraits and testimonials, brought to life through a visual series inspired by the popular childhood photo trend, paired with touching, funny, or revealing captions. “At 5, she was already correcting her dolls’ grammar. Today, she trains professionals in written language rehabilitation.” Anchored in this central idea, the campaign focused on:
Human moments: quotes, career stories, and photos taken by professionals in their workplace
A call for contributions: members were invited to share their own stories or thank a fellow professional
Public-facing content: to demystify the roles of speech-language pathologists and audiologists
Content strategy highlights:
10 thematic social media posts, shared at a steady pace
“When I was little…” series, featuring childhood photos and quotes from professionals
Member spotlights: speech-language pathologists and audiologists working in rural areas, schools, or CIUSSS settings
Newsletter campaign and open call for testimonials
Results
Record-Breaking Results on Social Platforms:
Facebook
Over 100,000 impressions (a record month for the Association)
1,174 interactions
341 link clicks
The childhood photo series and testimonials were the most shared content of the month
LinkedIn
+38% in impressions
7.2% engagement rate
Highest interaction peak on posts highlighting professionals
Key Takeaways
Human-centered, authentic content outperforms traditional promotional messaging A strong and cohesive visual approach sparks emotion and encourages sharing The voice of professionals is a powerful lever for recognition and engagement
With a strategy rooted in authenticity, connection, and professional pride, the Association québécoise des orthophonistes et audiologistes turned a symbolic annual moment into a high-impact, unifying campaign. A great example of communication that gives voice to those who make it all possible.
For nearly 35 years, Tel-jeunes has been there for Quebec teens, guiding them through their discoveries, first experiences, questions, and challenges by providing an environment tailored to their real needs.
With the significant evolution of the philanthropic sector in recent years, nonprofit organizations like Tel-jeunes must now more than ever communicate their initiatives to showcase their impact, generate support, and maintain an active role in the lives of their target audiences.
In this context, the organization turned to Franchir’s expertise to integrate a strategic public relations component into its communication efforts. This collaboration aims to strengthen Tel-jeunes’ positioning as a key reference and trusted ally for teens in the public sphere.
OBJECTIVES
NOTORIETY Position Tel-jeunes among 12-17-year-olds as the expert in help-seeking and a trusted ally for teenagers in Quebec, while raising awareness among both young people and their support network about the services offered.
ENGAGEMENT Showcase Tel-jeunes’ expertise and highlight the organization’s contribution to the teen cause, particularly by leveraging its knowledge to inform, implement initiatives, and demonstrate its concrete commitment to youth.
LOYALTY Encourage media and influencers to speak positively about Tel-jeunes and proactively seek its expertise to deepen discussions on youth mental health issues. As a result, increase grants and support for Tel-jeunes’ initiatives while encouraging 12-17-year-olds to use its services.
GAME PLAN | STRATEGY
To achieve these objectives, Franchir developed and implemented a strategy based on four key pillars.
Implementation of proactive press relations initiatives throughout the year to support Tel-jeunes’ communication strategy and strengthen its positioning as an expert.
Launch of the 2024 Ambassador Program, including the selection and management of six content creators approved by Tel-jeunes’ youth committee.
Design, production, and coordination of a province-wide tour in October 2024 to connect with young people across Quebec: La Tournée Tj
Establishment of media monitoring to build public affairs intelligence and respond when relevant.
RESULTS
With the support of public relations, Tel-jeunes generated 1,364 confirmed media mentions in Quebec in 2024, highlighting the organization or one of its spokespersons and key messages, including prevention, mental health, education, sexuality, youth, and support services for parents.
These initiatives resulted in a total of 268,023,262 impressions, making it a resounding success!
HIGHLIGHTS
1,364 media mentions
268,023,262 total impressions
28.7% of mentions cited a spokesperson
90.68% of mentions included at least one key message
Last September saw the inauguration of Spa Carré Saint-Louis, a space for relaxation and rejuvenation located near the park of the same name, in the heart of the Plateau Mont-Royal.
Mandate
Nestled in underground vaults reminiscent of oriental cultures, Spa Carré Saint-Louis offers an all-in-one circuit that guides visitors through a comprehensive thermotherapy and massage therapy experience.
The spa includes a jacuzzi pool, a traditional hammam (eucalyptus steam bath), a dry sauna, a cold bath, showers, a relaxation area and fully equipped changing rooms. All the above are in addition to a wide variety of relaxing or therapeutic massages.
Spa Carré Saint-Louis thus called upon FRANCHIR for a public relations mission.
Objectifs
01 – Position Spa Carré Saint-Louis as a preferred relaxation destination for Montrealers.
02 – Showcase the benefits of thermotherapy, the expertise of practitioners, as well as the distinctive qualities of Spa Carré Saint-Louis, including its ideal location and the singular charm of its Indian décor.
03 – Encourage journalists and key influencers to create content in the media and on social networks to persuade target audiences to book, visit and return to Spa Carré Saint-Louis.
Strategy
01 –Write a press release along with tailored media approaches for initial contacts and follow-ups to maximize reach of the news.
02 –Capitalize on the novelty and proximity of Spa Carré Saint-Louis to maximize reach (awareness) through traditional outlets and new media (blogs/lifestyle news sites/content creators).
03 – Send invitations to official inauguration event, where media representatives and content creators can enjoy the thermal circuit as well as a therapeutic or relaxation massage.
04 – Send gift cards to those unable to attend the event, allowing them to enjoy the Spa Carré Saint-Louis experience.
Results
With the help of public relations, Spa Carré Saint-Louis generated 29 confirmed media mentions as well as 22 mentions on social networks, mainly highlighting the opening of this new sanctuary of serenity.
The entire campaign generated 12,133,500recorded impressions, in addition to the 840,376 total confirmed impressions on social networks, for a grand total of 12,973,876 impressions – by all accounts a happy outcome.
Medias highlights
29media mentions;
12,133,500 confirmed impressions;
100% of mentions contained one of the key messages;
24.1% of mentions contained a spokesperson’s name;
96.6% of mentions either identified or directed to the website / Instagram page (call-to-action);
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