Doyon Després
Founded in 1927, Doyon Després is Quebec’s largest retailer of kitchen equipment. Historically frequented by professionals, it now caters to all cooking enthusiasts, from the occasional home cook to the seasoned chef.
Services offered
Doyon Després makes cooking accessible to everyone
Doyon Després has long been known as the go-to store for professionals. A reputation that can intimidate those who cook simply for pleasure. The mandate was to reposition the brand and show that cooking is not reserved for an elite, while continuing to satisfy the existing professional clientele. The goal was to attract new cooking enthusiasts, while strengthening brand awareness and making the message clear and memorable.
For the print ads, each shot features a top-down view of a countertop. A hand holds a kitchen tool in the center of the image, surrounded by a backdrop illustrating different kitchens. This approach shows that cooking is universal and that Doyon Després offers tools suited to all styles and skill levels.
As for the radio messages, the inspiration comes from a universal gesture in the kitchen. Regardless of skill level, cutting or whisking food is a recognizable action. The difference lies in the rhythm of the action—fast like an experienced chef or slow and hesitant like an apprentice. This contrast creates a playful and accessible tone. No matter the pace, Doyon Després has the right tools for cooking.
Results
The campaign created an instantly recognizable and memorable sound signature. Traffic in stores and online increased, particularly among residential customers who are not professionals.
More importantly, the campaign clarified the brand’s positioning. Doyon Després is for everyone who loves to cook. The simple message, the auditory contrast, and the visual consistency helped boost brand awareness while leaving room for limited-time promotions.