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
