Les Produits du Québec: Je me souviens meets buying local

In an economic climate marked by unprecedented challenges, buying local became a key driver of – you guessed it – the local economy. To help consumers become more aware of where products on the shelf come from, Les Produits du Québec launched a simple but powerful campaign in association with three independent, Quebec-based partners: Challenge Média and two members of the Humanise Collective, Bleublancrouge and Glassroom.

By taking the province’s well-known motto, “Je me souviens” (I remember), and tagging “to buy local” at the end (“Je me souviens d’acheter local”), the campaign serves as a rallying cry for Québécois identity, reminding consumers to show solidarity and buy local at a time when each purchasing decision matters. This initiative also highlighted the three certification marks – Designed in Québec, Manufactured in Québec and Product of Québec – that help consumers identify truly local products.

“Given the current context,” says Catherine Beaulieu, Head of Communications and Marketing at Les Produits du Québec, “we had to act quickly. I’m happy to have been a part of this launch, which cleverly reminds Quebec consumers of the power they have when they choose to support our economy.”

For this message to make an impact, the campaign needed to be 100% local – and larger than life – with a focus on large-format ads: billboards, full-page newspaper ads, sponsorship of Quebec programs and digital banners for Quebec-based partners.

Credits:

Client: Les Produits du Québec
Agency: Bleublancrouge
Media: Glassroom and Challenge Média