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
