{"id":4858,"date":"2026-03-05T11:39:22","date_gmt":"2026-03-05T16:39:22","guid":{"rendered":"https:\/\/franchir.ca\/realisation\/bad-benny-detourner-la-culture-pop-pour-creer-un-moment-de-marque-incontournable\/"},"modified":"2026-03-05T11:54:41","modified_gmt":"2026-03-05T16:54:41","slug":"bad-benny-detourner-la-culture-pop-pour-creer-un-moment-de-marque-incontournable","status":"publish","type":"realisation","link":"https:\/\/franchir.ca\/en\/realisation\/bad-benny-detourner-la-culture-pop-pour-creer-un-moment-de-marque-incontournable\/","title":{"rendered":"Bad Benny : Harnessing Pop Culture to Create an Exclusive Brand Moment"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Introduction<\/h2>\n\n\n\n<p>Every year in February, the Super Bowl transcends sport to become a cultural ritual. Families, friends and students gather around a screen\u2026 and a plate of chicken wings.<\/p>\n\n\n\n<p>For Benny&amp;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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">objectives<\/h2>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-center\"><strong>Position Benny&amp;Co. as a culturally agile and relatable brand.<\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-center\"><strong>Drive sales of <em>Z\u2019ailes<\/em> products in grocery stores during Super Bowl weekend.<\/strong><br><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-center\"><strong>Generate organic engagement on social media.<\/strong><\/p>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Gameplan (\ud83c\udfc8)<\/h2>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>In this context, Franchir identified a unique opportunity: create a playful and self-aware nod by transforming Benny&amp;Co. into \u201cBad Benny\u201d for Super Bowl weekend.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A simple, bold and instantly memorable idea that made it possible to:<\/li>\n\n\n\n<li>Anchor the brand in current pop culture<\/li>\n\n\n\n<li>Generate a surprise effect<\/li>\n\n\n\n<li>Create fertile ground for social content<\/li>\n\n\n\n<li>Break away from traditional promotional approaches<\/li>\n\n\n\n<li>Franchir established the strategic foundation: a highly timely activation, perfectly suited for social media and a unique opportunity for the Qu\u00e9bec brand to occupy this cultural moment with legitimacy.<\/li>\n<\/ul>\n\n\n\n<p>Bad Benny was born.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Highlights<\/h2>\n\n\n\n<p>Close to 500,000 <em>Z&#8217;ailes<\/em> sold during the strategic weekend!<\/p>\n\n\n\n<p><strong><mark style=\"background-color:rgba(0, 0, 0, 0);color:#ff3400\" class=\"has-inline-color\">Cultural Relevance<\/mark><\/strong><\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p><strong><mark style=\"background-color:rgba(0, 0, 0, 0);color:#ff3400\" class=\"has-inline-color\">Intergenerational <\/mark><\/strong><mark style=\"font-weight: bold; background-color: rgba(0, 0, 0, 0); color: rgb(255, 52, 0);\" class=\"has-inline-color\">Moment<\/mark><\/p>\n\n\n\n<p>The big game brings generations together. The musical reference resonated with younger audiences, while the product itself remained deeply rooted in family traditions.<\/p>\n\n\n\n<p><strong><mark style=\"background-color:rgba(0, 0, 0, 0);color:#ff3400\" class=\"has-inline-color\">Coherence with the Brand&#8217;s DNA<\/mark><\/strong><\/p>\n\n\n\n<p>Benny&amp;Co. is a generous brand, deeply present in the everyday lives of Quebecers. Bad Benny did not betray this DNA; it modernized it.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Credits<\/h2>\n\n\n\n<p><strong>Client <\/strong>| Benny&amp;Co.<\/p>\n\n\n\n<p><strong>Strategy <\/strong>| Franchir<\/p>\n\n\n\n<p><strong>Execution <\/strong>| Benny&amp;Co. and Nosolo<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As the biggest football game of the year approached, Benny&#038;Co. sought to capitalize on this festive and unifying moment to drive sales of its Z\u2019ailes products in grocery stores. Rather than relying on a traditional promotion, Franchir proposed a cultural stunt: playfully tapping into the omnipresence of Bad Bunny and transforming the brand, for one weekend, into \u201cBad Benny.\u201d<\/p>\n<p>The result was a province-wide campaign rooted in the cultural moment, designed to spark conversation while remaining perfectly aligned with the brand\u2019s generous and approachable DNA.<\/p>\n","protected":false},"featured_media":4855,"menu_order":0,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"real_cat":[112,113,116,119],"class_list":["post-4858","realisation","type-realisation","status-publish","has-post-thumbnail","hentry","real_cat-brand-activation","real_cat-food-beverage","real_cat-promotions","real_cat-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Bad Benny : Harnessing Pop Culture to Create an Exclusive Brand Moment -<\/title>\n<meta name=\"description\" content=\"Quand Benny&amp;Co. devient \u00ab Bad Benny \u00bb pour le grand match : une id\u00e9e originale sign\u00e9e Franchir.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/franchir.ca\/en\/realisation\/bad-benny-detourner-la-culture-pop-pour-creer-un-moment-de-marque-incontournable\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Bad Benny : Harnessing Pop Culture to Create an Exclusive Brand Moment -\" \/>\n<meta property=\"og:description\" content=\"Quand Benny&amp;Co. devient \u00ab Bad Benny \u00bb pour le grand match : une id\u00e9e originale sign\u00e9e Franchir.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/franchir.ca\/en\/realisation\/bad-benny-detourner-la-culture-pop-pour-creer-un-moment-de-marque-incontournable\/\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/AgenceFranchir\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-05T16:54:41+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/franchir.ca\/wp-content\/uploads\/2026\/03\/banniere-site-web-bad-benny-1024x576.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"576\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@AgenceFranchir\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/franchir.ca\/en\/realisation\/bad-benny-detourner-la-culture-pop-pour-creer-un-moment-de-marque-incontournable\/\",\"url\":\"https:\/\/franchir.ca\/en\/realisation\/bad-benny-detourner-la-culture-pop-pour-creer-un-moment-de-marque-incontournable\/\",\"name\":\"Bad Benny : Harnessing Pop Culture to Create an Exclusive Brand Moment -\",\"isPartOf\":{\"@id\":\"https:\/\/franchir.ca\/en\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/franchir.ca\/en\/realisation\/bad-benny-detourner-la-culture-pop-pour-creer-un-moment-de-marque-incontournable\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/franchir.ca\/en\/realisation\/bad-benny-detourner-la-culture-pop-pour-creer-un-moment-de-marque-incontournable\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/franchir.ca\/wp-content\/uploads\/2026\/03\/banniere-site-web-bad-benny.png\",\"datePublished\":\"2026-03-05T16:39:22+00:00\",\"dateModified\":\"2026-03-05T16:54:41+00:00\",\"description\":\"Quand Benny&Co. devient \u00ab Bad Benny \u00bb pour le grand match : une id\u00e9e originale sign\u00e9e Franchir.\",\"breadcrumb\":{\"@id\":\"https:\/\/franchir.ca\/en\/realisation\/bad-benny-detourner-la-culture-pop-pour-creer-un-moment-de-marque-incontournable\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/franchir.ca\/en\/realisation\/bad-benny-detourner-la-culture-pop-pour-creer-un-moment-de-marque-incontournable\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/franchir.ca\/en\/realisation\/bad-benny-detourner-la-culture-pop-pour-creer-un-moment-de-marque-incontournable\/#primaryimage\",\"url\":\"https:\/\/franchir.ca\/wp-content\/uploads\/2026\/03\/banniere-site-web-bad-benny.png\",\"contentUrl\":\"https:\/\/franchir.ca\/wp-content\/uploads\/2026\/03\/banniere-site-web-bad-benny.png\",\"width\":1920,\"height\":1080},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/franchir.ca\/en\/realisation\/bad-benny-detourner-la-culture-pop-pour-creer-un-moment-de-marque-incontournable\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/franchir.ca\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Bad Benny : Harnessing Pop Culture to Create an Exclusive Brand Moment\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/franchir.ca\/en\/#website\",\"url\":\"https:\/\/franchir.ca\/en\/\",\"name\":\"FRANCHIR, agence de communication marketing au Canada\",\"description\":\"agence de communication marketing au Canada\",\"publisher\":{\"@id\":\"https:\/\/franchir.ca\/en\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/franchir.ca\/en\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/franchir.ca\/en\/#organization\",\"name\":\"FRANCHIR, agence de communication marketing au Canada\",\"url\":\"https:\/\/franchir.ca\/en\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/franchir.ca\/en\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/franchir.ca\/wp-content\/uploads\/2023\/03\/cropped-sitelogo.png\",\"contentUrl\":\"https:\/\/franchir.ca\/wp-content\/uploads\/2023\/03\/cropped-sitelogo.png\",\"width\":1440,\"height\":360,\"caption\":\"FRANCHIR, agence de communication marketing au Canada\"},\"image\":{\"@id\":\"https:\/\/franchir.ca\/en\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/AgenceFranchir\",\"https:\/\/x.com\/AgenceFranchir\",\"https:\/\/www.linkedin.com\/company\/agencefranchir\/\",\"https:\/\/www.instagram.com\/agence_franchir\/\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Bad Benny : Harnessing Pop Culture to Create an Exclusive Brand Moment -","description":"Quand Benny&Co. devient \u00ab Bad Benny \u00bb pour le grand match : une id\u00e9e originale sign\u00e9e Franchir.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/franchir.ca\/en\/realisation\/bad-benny-detourner-la-culture-pop-pour-creer-un-moment-de-marque-incontournable\/","og_locale":"en_US","og_type":"article","og_title":"Bad Benny : Harnessing Pop Culture to Create an Exclusive Brand Moment -","og_description":"Quand Benny&Co. devient \u00ab Bad Benny \u00bb pour le grand match : une id\u00e9e originale sign\u00e9e Franchir.","og_url":"https:\/\/franchir.ca\/en\/realisation\/bad-benny-detourner-la-culture-pop-pour-creer-un-moment-de-marque-incontournable\/","article_publisher":"https:\/\/www.facebook.com\/AgenceFranchir","article_modified_time":"2026-03-05T16:54:41+00:00","og_image":[{"width":1024,"height":576,"url":"https:\/\/franchir.ca\/wp-content\/uploads\/2026\/03\/banniere-site-web-bad-benny-1024x576.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_site":"@AgenceFranchir","twitter_misc":{"Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/franchir.ca\/en\/realisation\/bad-benny-detourner-la-culture-pop-pour-creer-un-moment-de-marque-incontournable\/","url":"https:\/\/franchir.ca\/en\/realisation\/bad-benny-detourner-la-culture-pop-pour-creer-un-moment-de-marque-incontournable\/","name":"Bad Benny : Harnessing Pop Culture to Create an Exclusive Brand Moment -","isPartOf":{"@id":"https:\/\/franchir.ca\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/franchir.ca\/en\/realisation\/bad-benny-detourner-la-culture-pop-pour-creer-un-moment-de-marque-incontournable\/#primaryimage"},"image":{"@id":"https:\/\/franchir.ca\/en\/realisation\/bad-benny-detourner-la-culture-pop-pour-creer-un-moment-de-marque-incontournable\/#primaryimage"},"thumbnailUrl":"https:\/\/franchir.ca\/wp-content\/uploads\/2026\/03\/banniere-site-web-bad-benny.png","datePublished":"2026-03-05T16:39:22+00:00","dateModified":"2026-03-05T16:54:41+00:00","description":"Quand Benny&Co. devient \u00ab Bad Benny \u00bb pour le grand match : une id\u00e9e originale sign\u00e9e Franchir.","breadcrumb":{"@id":"https:\/\/franchir.ca\/en\/realisation\/bad-benny-detourner-la-culture-pop-pour-creer-un-moment-de-marque-incontournable\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/franchir.ca\/en\/realisation\/bad-benny-detourner-la-culture-pop-pour-creer-un-moment-de-marque-incontournable\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/franchir.ca\/en\/realisation\/bad-benny-detourner-la-culture-pop-pour-creer-un-moment-de-marque-incontournable\/#primaryimage","url":"https:\/\/franchir.ca\/wp-content\/uploads\/2026\/03\/banniere-site-web-bad-benny.png","contentUrl":"https:\/\/franchir.ca\/wp-content\/uploads\/2026\/03\/banniere-site-web-bad-benny.png","width":1920,"height":1080},{"@type":"BreadcrumbList","@id":"https:\/\/franchir.ca\/en\/realisation\/bad-benny-detourner-la-culture-pop-pour-creer-un-moment-de-marque-incontournable\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/franchir.ca\/en\/"},{"@type":"ListItem","position":2,"name":"Bad Benny : Harnessing Pop Culture to Create an Exclusive Brand Moment"}]},{"@type":"WebSite","@id":"https:\/\/franchir.ca\/en\/#website","url":"https:\/\/franchir.ca\/en\/","name":"FRANCHIR, agence de communication marketing au Canada","description":"agence de communication marketing au Canada","publisher":{"@id":"https:\/\/franchir.ca\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/franchir.ca\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/franchir.ca\/en\/#organization","name":"FRANCHIR, agence de communication marketing au Canada","url":"https:\/\/franchir.ca\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/franchir.ca\/en\/#\/schema\/logo\/image\/","url":"https:\/\/franchir.ca\/wp-content\/uploads\/2023\/03\/cropped-sitelogo.png","contentUrl":"https:\/\/franchir.ca\/wp-content\/uploads\/2023\/03\/cropped-sitelogo.png","width":1440,"height":360,"caption":"FRANCHIR, agence de communication marketing au Canada"},"image":{"@id":"https:\/\/franchir.ca\/en\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/AgenceFranchir","https:\/\/x.com\/AgenceFranchir","https:\/\/www.linkedin.com\/company\/agencefranchir\/","https:\/\/www.instagram.com\/agence_franchir\/"]}]}},"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/franchir.ca\/en\/wp-json\/wp\/v2\/realisation\/4858","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/franchir.ca\/en\/wp-json\/wp\/v2\/realisation"}],"about":[{"href":"https:\/\/franchir.ca\/en\/wp-json\/wp\/v2\/types\/realisation"}],"version-history":[{"count":2,"href":"https:\/\/franchir.ca\/en\/wp-json\/wp\/v2\/realisation\/4858\/revisions"}],"predecessor-version":[{"id":4864,"href":"https:\/\/franchir.ca\/en\/wp-json\/wp\/v2\/realisation\/4858\/revisions\/4864"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/franchir.ca\/en\/wp-json\/wp\/v2\/media\/4855"}],"wp:attachment":[{"href":"https:\/\/franchir.ca\/en\/wp-json\/wp\/v2\/media?parent=4858"}],"wp:term":[{"taxonomy":"real_cat","embeddable":true,"href":"https:\/\/franchir.ca\/en\/wp-json\/wp\/v2\/real_cat?post=4858"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}