A Bone-A-Fide Launch for Olymel

introduction

In April 2025, Franchir teamed up with Olymel to create a signature event celebrating the brand’s refreshed positioning. New products, culinary innovations, and the expertise of Olymel’s specialists took center stage—highlighting the company’s local pride and the quality and flavor of its pork offerings.

To mark the launch, Olymel brought together media and content creators for a hands-on cooking workshop led by corporate chef Marc Laroche and orchestrated by the Franchir team. Guests—well-known figures from the lifestyle and foodie scenes—came together for an event that was truly Bon à l’os

Objectives

Showcase Olymel’s new products, including the T-bone pork chop and chimichurri pork flank steak.
Demonstrate how to cook Olymel products to their full potential.
Create a highly Instagrammable experience!
Put up an event that felt both grand and intimate.

Gameplan

Bring together media and content creators to unveil Olymel’s latest innovations and new products, including the T-bone and chimichurri pork flank steak.
Engage select foodie and lifestyle creators to ensure high-quality content on social media and reach diverse target audiences.
Introduce the Olymel team behind the new products and showcase various cooking and preparation techniques for the new pork cuts, guided by corporate chef Marc Laroche.
Extend the Olymel experience at home: guests left with a curated gift box featuring Olymel products, easy and delicious recipes, and a custom BBQ-scented candle.
Distribute a press release to media outlets, particularly in lifestyle, food, agri-food, and business sections, to amplify the reach of the announcement.
Deliver gift boxes to additional relevant content creators in the days following the event.

results

The combined public relations and social media visibility efforts generated over 11,232,260 total impressions.
There were 109 media mentions, including coverage in L’actualité Alimentaire, Noovo moi, La Terre de chez nous, Samy Rabbat, La Presse, Magazine 7 Jours, and more.
In total, 8,109,357 impressions were recorded across local and national media.
On social media, the influencer campaign generated 3,122,903 potential impressions.