La souche

Integrated campaign

La Souche wakes up each morning with the desire to create a forest of legendary, larger-than-life flavors in its restaurants in Limoilou and Stoneham, with its beers distributed throughout Quebec, and in advertising that helps it grow authentically.

Services offered

Unicanvas

In line with a communication plan that highlighted La Souche's positioning as an explorer—of nature and flavors—we developed an integrated campaign to boost brand awareness in new markets by ensuring a continuous advertising presence.

La Souche already had a well-defined graphic territory thanks in part to illustrations by Félix Girard. We used the initial sketches to complete the brand universe and extend it to advertisements in keeping with its essence. Putting the distinctive can packaging front and center was a natural choice for a recognizable brand on store shelves. It was an effective way to showcase the product in a market acquisition context. Variations included bus advertising, roadside billboards, and a series of digital content reflecting the sincere and inspiring tone of the brand.

The distribution strategies chosen to reach the adventurous 25–44 age group included web banner ads, short in-app videos, radio, and Spotify ads. We also collaborated with Urbania on content marketing. We focused distribution on the Greater Montreal area to increase brand awareness in this market.

Created in collaboration with the production house OKOK, the TV advertisement revolved around the founders' passion for La Souche. In a compelling narrative, imagery, music, and the actor’s voice combined to create a warm and friendly harmony. The radio advertisement aimed to attract the target audience to La Souche's restaurants. It featured two personas identified among the product's targets: two friends trying to find the right words to describe the exceptional taste of their beer. We used sounds from a nature expedition—footsteps in the snow, wind, bird calls—to represent this unique flavor palette in audio.

The integrated campaign allowed La Souche to assert its position province-wide and become fixed in the minds of adventurous microbrew enthusiasts. With almost three million impressions, the campaign quickly surpassed the initial objectives. Thanks to the campaign’s success, distribution costs were reduced on Google, Meta, and Spotify platforms as well as on direct purchases. The placements as a whole resulted in an average delivery index of 140%.