Vachon
Going beyond each individual snack
cake to showcase an entire range
challenge
With an identity that lacked any real personality, the Specialities range—made up of Vachon’s generic products—had,
over the years, become a sort of parking lot for unevenly distributed products. The attraction was to each product individually, rather than to a range as a whole, and Vachon was not playing its role as an umbrella brand. One of the powerful insights that emerged from our qualitative research conducted across Canada was the notion of festive pleasure that surrounded the Vachon brand. The idea of enjoying a Vachon snack cake was seen as a little celebration in itself, and this is what provided the starting point for our process of reflection about the brand. To create unity, the 9 boxes in the Vachon Specialities range retain key elements of the brand (the colour red, the band, the company history, and short descriptors from which consumers can get a “taste” of the cake in a few words), while use of confetti and bright colours suggest a party atmosphere and the pleasure surrounding the brand. Lastly, the creation of a custom-made typeface for each cake expresses their individual personalities.
impact
A 12% increase in the range’s penetration and 6% increase in sales in the six months following the launch of the new platform. The new brand image prompted chains to bring the entire range to their shelves, rather than just a few cakes, which translated into an increased number of sku's in store.
Merci
team
Agency: La Famille . Brand Strategy: Marie-Ève Caron . Art Direction: Caroline Reumont . Copywriting: Élyse Noël de Tilly
Graphic Production: Steve Desmarais . Photography: Alain Sirois . Portfolio Photos: Vickie Rousseau
