Quebec's Original Treasure
OKA cheese has been available in Ontario for years. The problem is, it suffered from low awareness and a lack of identity. Our strategy was to position it as a local foreign product - the best of both worlds. It is one of the best-known brands in Quebec and is still made to the original 1893 recipe, so we wanted to communicate this heritage and passion to Ontarians...some of who may have a hard time believing it's not an exotic treasure found only in Quebec.
And one year later, validation of the campaign's success: a parody on the CBC's Rick Mercer Report.
