Every Situation Calls for Saputo Cheese

Saputo is launching a campaign to promote its delicious cheeses nationwide. The campaign, created by FCB, introduces a brand character who resolves every question with a delicious solution.

Saputo was looking to infuse more Canadian personality into the brand while driving brand awareness in Ontario and Western Canada and underscoring overall category dominance. The brand is looking to position its range of deli cheeses as an everyday luxury that enriches any dish while at the same time offering ease and convenience for every occasion.

“We were looking for a creative way to position Saputo products as an obvious solution when it comes to elevating a dish or a situation into a delicious experience. With premium cheeses that carry 70 years of excellence, Saputo is the undeniable choice to add something special to every moment,” says Josianne Gauthier, marketing and ecommerce director, at Saputo Canada.

To show the versatility of Saputo’s line up, the campaign will comprise TV, OLV, OOH, digital and social media elements. 

“We wanted our campaign to highlight how Saputo can transform every moment. With our range of products, it’s a reliable ally, always ready to lend a hand in turning everyday meals into extraordinary experiences,” adds Neeka Oliveri, marketing manager, at Saputo Canada.

“It quickly became clear that Saputo-branded products can be served at any time. Saputo cheese is always there for you, offering 24/7 support in the kitchen and making the moment special, whatever that moment is. The potential of Saputo cheeses is infinite, and we clearly demonstrated that to consumers,” explains Sylvain Dufresne, vice-president and head of creative, at FCB Montréal.

The media campaign, created by OMD, also includes a strong presence on social media and an influencer component as well as activations and in-store initiatives across the country.