{"id":5176,"date":"2026-07-14T11:11:20","date_gmt":"2026-07-14T15:11:20","guid":{"rendered":"https:\/\/franchir.ca\/realisation\/la-journee-quebecoise-du-steame-transformer-un-classique-quebecois-en-phenomene-national\/"},"modified":"2026-07-16T14:42:38","modified_gmt":"2026-07-16T18:42:38","slug":"la-journee-quebecoise-du-steame-transformer-un-classique-quebecois-en-phenomene-national","status":"publish","type":"realisation","link":"https:\/\/franchir.ca\/en\/realisation\/la-journee-quebecoise-du-steame-transformer-un-classique-quebecois-en-phenomene-national\/","title":{"rendered":"Transforming a Quebec Classic Into a National Phenomenon: La Journ\u00e9e qu\u00e9b\u00e9coise du steam\u00e9"},"content":{"rendered":"\n

Context<\/h2>\n\n\n\n

Conceived and championed by Mathieu Dufour, then amplified by Lafleur, La Journ\u00e9e qu\u00e9b\u00e9coise du steam\u00e9<\/strong> has celebrated one of Qu\u00e9bec’s most iconic comfort foods, the steamed hot dog, for the past three years. In 2026, the brand set out to build on the event’s growing momentum by establishing it as a lasting tradition and a province-wide celebration embraced by Quebecers from coast to coast.<\/p>\n\n\n\n

At a time when consumers are increasingly seeking meaningful connections and shared experiences, Lafleur entrusted Franchir with developing and executing an integrated campaign, in collaboration with Mathieu Dufour, designed to engage communities before and throughout the May 6 celebration.<\/p>\n\n\n\n

Objectives<\/h2>\n\n\n\n
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Position the return of La Journ\u00e9e qu\u00e9b\u00e9coise du steam\u00e9<\/strong> within Qu\u00e9bec’s cultural conversation while highlighting the involvement of Mathieu Dufour and Lafleur as the driving force behind the initiative.<\/p>\n<\/div>\n\n\n\n

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Position La Journ\u00e9e qu\u00e9b\u00e9coise du steam\u00e9<\/strong> as an accessible, inclusive occasion that brings Quebecers together to celebrate a fun, unpretentious shared moment.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Celebrate May 6 with Lafleur sausages as an iconic symbol of Qu\u00e9bec popular culture, recognized for bringing people together and creating memorable shared moments.<\/p>\n<\/div>\n\n\n\n

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Encourage media outlets, journalists, and content creators to generate content before and during La Journ\u00e9e qu\u00e9b\u00e9coise du steam\u00e9<\/strong>, inspiring their audiences to choose Lafleur for their next purchase.<\/p>\n<\/div>\n<\/div>\n\n\n\n

Gameplan<\/h2>\n\n\n\n

In November 2025, through a collaborative phase of research, analysis, and strategic workshops with Lafleur and Mathieu Dufour, the Franchir team set out to identify the unifying idea that could elevate the third edition of La Journ\u00e9e qu\u00e9b\u00e9coise du steam\u00e9<\/strong>.<\/p>\n\n\n\n

One insight quickly emerged: at a time when many Quebecers are seeking greater connection and more positive shared experiences, the steamed hot dog represents far more than just a meal. It serves as an excuse to gather with family, friends, or colleagues.<\/p>\n\n\n\n

Building on this insight, Franchir developed an omnichannel strategy designed to transform La Journ\u00e9e qu\u00e9b\u00e9coise du steam\u00e9<\/strong> into a true collective movement. By combining live experiences, media placements, and public relations, the campaign created multiple consumer touchpoints to generate excitement, fuel conversations, and encourage Quebecers to come together on May 6.<\/p>\n\n\n\n

The campaign officially launched in early April with a media relations initiative announcing the return of La Journ\u00e9e qu\u00e9b\u00e9coise du steam\u00e9<\/strong>. Themed media kits were then sent to journalists and content creators to spark organic conversations and inspire Quebecers to start planning their own celebrations.<\/p>\n\n\n\n

The campaign also relied on the active involvement of Mathieu Dufour, the “founding father” of La Journ\u00e9e qu\u00e9b\u00e9coise du steam\u00e9<\/strong>. From content creation to in-person appearances, his participation brought the spirit of May 6 to life and rallied his community around the celebration.<\/p>\n\n\n\n

To keep La Journ\u00e9e qu\u00e9b\u00e9coise du steam\u00e9<\/strong> top of mind and part of Quebecers’ everyday conversations throughout the campaign, Franchir also secured editorial partnerships with Narcity and Bell Media, complemented by an out-of-home advertising campaign with Pattison.<\/p>\n\n\n\n

To encourage public participation, the province-wide Win Your Steam\u00e9 Party<\/strong> contest invited Quebecers to nominate the most social and community-minded people in their lives. Winners received everything they needed to host their own steam\u00e9 celebration, with a few even receiving a surprise video call or in-person visit from Mathieu Dufour during their event.<\/p>\n\n\n\n

To extend engagement at retail, an in-store contest gave consumers the chance to win the ultimate steam\u00e9 party kit, along with a grand prize of $5,000 courtesy of Lafleur.<\/p>\n\n\n\n

On May 6, Lafleur’s now-iconic hot dog limousine hit the road, travelling across Qu\u00e9bec to meet people where they were. This mobile activation created memorable, up-close moments with both the brand and Mathieu Dufour while generating highly shareable content.<\/p>\n\n\n\n

To cap off the celebration, Lafleur hosted the exclusive Steamsound Party<\/strong>, welcoming more than one hundred members of the media, content creators, and special guests for an evening of celebration featuring DJ Montana. To extend the experience to the general public, a contest held in partnership with Noovo Moi offered fans the chance to attend as VIP guests. Mathieu Dufour hosted the event and brought the day full circle with the Official Bite<\/strong> at 6:05 p.m., a celebratory toast marking the success of what has become a province-wide tradition.<\/p>\n\n\n\n

From the initial announcement through May 6, every initiative was designed to build anticipation for La Journ\u00e9e qu\u00e9b\u00e9coise du steam\u00e9<\/strong> and inspire Quebecers to come together around this beloved local classic.<\/p>\n\n\n\n

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