A coalition of Quebec brands is urging Quebecers to shop locally during COVID crisis

Who: lg2 and 19 Quebec brands: Aliments du Québec, Boréale (Les Brasseurs du Nord), Cidrerie Om, Distillerie Noroi, Fenplast, Guru, Harnois Énergies, La Cage—Brasserie sportive, Laitues Mirabel, Les Aliments Lesters ltée, Les Producteurs de lait du Québec, Maison Orphée, Mamzells, Pommes Qualité Québec, QuébecBio, Ricardo Media, Simplex Location d’outils, Stefano Faita (Aliments Faita Forgione).

What: #AchetonsLocal (“Let’s buy local”), a new cross-industry campaign urging Quebecers to purchase local products during the COVID crisis.

When & Where: The campaign is running across TV and online channels with three 30-second ads (see them all below). There are also social elements using the #AchetonsLocal and “OnSeSerreLesCoudes” (loosely translated as “in this together”).

Why: Because the COVID crisis is having a huge impact on local business. In a recent survey of nearly 10,000 small businesses across the country conducted by the Canadian Federation of Independent Business, 57% said that sales had decreased significantly, with 21% saying they had decreased moderately. Nearly one-quarter (23%) of respondents said that they had experienced a decrease in revenue of between 51% and 75%, while 22% said that revenues had dropped between 76% and 99%.

How: The TV and online ads feature Quebec business leaders from a variety of different sectors urging Quebeckers to shop locally for products.

One spot opens on a pair of Quebec dairy cows having a conversation, with the first cow saying “Right now, it’s more important than ever that we buy local,” and the second responding “That’s why your local milk producers invite you to drink local gin.” The spot then continues with the principals of various Quebec businesses recommending the product of one of their counterparts. The spots conclude with the message, “Right now, we can’t get together. But we can stick together,” followed by the logos of participating companies.

What else: The media buy from Touché is also heavily tilted towards local media. “It is paradoxical that local media is just as vulnerable and affected by lower ad revenue during this difficult time,” said founder (and Omnicom Media Group’s Quebec CEO) Alain Desormiers. “I call on all agencies and all advertisers to get behind this local movement.” (Local media has been an important issue for Desormiers and Touche for a while now.)

And we quote: “The call by Quebec’s premier, François Legault, to buy local really hit home with the lg2 team. It was clear to us that even though we have to keep a distance, it doesn’t mean we can’t pull together. The idea of having these brands form a supportive bond became the kick-off point. Strength in numbers, a rallying cry, mutual trust and a little at-home creativity allowed us to produce a powerful campaign in record time.” —Marc Fortin, partner, head of product, lg2 Montreal.


Chris Powell