The fact that consumers could make the connection between the company’s advertising and easily understood expressions indicated that Lafleur was already a major part of our lives and one of the constellations in our universe.
Using a TV campaign, Lafleur reiterated the close ties that have made it a part of the Quebec family since 1912. The messages focused on how the company’s products were mealtime favourites in Quebec. The basic idea of the campaign was to show how the Lafleur brand had become so deeply engrained in life here that it was synonymous with the products themselves, like Wite-Out® or Kleenex®. Whether you talk about bacon, ham, or wieners, Lafleur has become an icon. It has become the products themselves. Three main 15 second spots were created to promote the product line. A few additional ads were also created based on the media strategy. In every case, the name of the product (ham, bacon, or hot dog) was replaced with the word “Lafleur.” For example, a bacon & eggs breakfast order became “two eggs sunny side up with Lafleur, toast, and coffee.” The narrator concluded by saying “Around here, bacon always means Lafleur.”
