Québec Ministry of Agriculture, Fisheries and Food.

Allard Johnson Montréal, now KBS+P Montréal

Context

MAPAQ wanted Quebecers to choose more food grown or prepared locally. The challenge was to turn a government objective into a simple, positive message that could influence everyday habits and sustain a two-year, multi-channel campaign.

Insight

Buying local can feel abstract. Eating is not. By placing Québec directly on the plate, provenance became immediate: every meal could support the land, skills and people behind it.

Idea: Put Québec on your plate.

“Mettez le Québec dans votre assiette!”

Year 1

The campaign made Québec itself the hero ingredient, celebrating the pleasure of discovering local food. One TV film brought the province to life as an intricate miniature landscape.

During the economic downturn, Year 2 revealed the 485,000 people behind Québec’s food products, connecting everyday purchases with local jobs and communities.

My role

Concept and signature, script, and copywriting of all content across print, banners, website and even recipes.

Results

Post-campaign research found that the work was very well received, particularly the television campaign. 60% of Quebecers said they checked whether products were from Québec, up from 43% in 2007. By March 2009, nearly 5,400 products carried the Aliments du Québec identification, 24% more than the previous year.