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In collaboration with Rougemont, the Touché! team is launching Le Pommcast, a branded content series for Les jus Rougemont, developed with LG2 and Radio-Canada. This new series takes listeners into the world of apple-related expressions, legends, songs, and facts, celebrating this iconic Quebec fruit. Hosted by comedian Guillaume Pineault, Le Pommcast features 15 humorous episodes, available as a web series and podcast on ICI TOU.TV and Radio-Canada OHdio. To learn more about this bold campaign, we spoke with Agathe Maviel, group supervisor on the account.

Hello Agathe! Could you tell us more about the insight behind Rougemont’s campaign idea?

Agathe: Rougemont is proudly a Quebec apple juice brand. Apple season, which coincides with back-to-school time, is a crucial period for us. It’s also a time of year when there’s a lot of advertising noise across all platforms. In collaboration with LG2, our challenge was to create content that stands out in this saturated environment. To break through, the idea of creating a "Pommcast" was born—short, humorous audio capsules developed in partnership with comedian Guillaume Pineault. The goal was to showcase Rougemont’s expertise in apples through entertaining content linked to our brand, capturing our target audience’s attention in an original way.

Who was the target for this campaign?

Agathe: Our primary target was parents aged 25 to 54, who lead active and busy lives. They are dynamic, always on the go, and often have little time for themselves during the day. One of the key challenges was to catch their attention by offering entertaining content that could naturally fit into their routine. Through a media mix regularly consumed by our audience, our strategy was to provide a moment of relaxation with these humorous capsules, giving these parents a chance to unwind and laugh, while demonstrating Rougemont’s expertise in apple juice.

What is the media strategy behind this campaign, and how is it deployed?

Agathe: To amplify the campaign’s reach, we chose Radio-Canada as our main partner, a media outlet that perfectly reflects Rougemont’s Quebec values. Radio-Canada is a platform our target audience consumes daily and trusts. The campaign was rolled out in September across their full ecosystem, including Tou.Tv, Ohdio, and YouTube. We also added a video component, with capsules available on Radio-Canada’s digital platforms and social media. Even comedian Guillaume Pineault shared the project on his platforms. We’ll also use Rougemont’s TikTok, Meta, and YouTube accounts to make the videos go viral, boosting the most engaging clips. The idea is to reach our audience in environments they turn to for entertainment and information, while maximizing their attention.

How does Rougemont integrate into parents’ daily lives without feeling intrusive?

Agathe: The key is offering native content designed primarily for entertainment, without making it feel like an ad. Our humorous capsules provide parents with a moment of relaxation, not an interruption in their day. On social networks like TikTok, Meta, and YouTube, our content is part of a fun, entertaining logic rather than direct promotion, making engagement feel more natural and authentic. This way, we position Rougemont not as a brand selling a product but as an ally in parents' daily lives.

Could you tell us about the collaboration with Radio-Canada?

Agathe: The collaboration with Radio-Canada was crucial, not only for distribution but also for production. Thanks to their support, a video component was added to the original audio format. SRC offered great creative flexibility, which allowed us to amplify the project. Their openness to innovation made them a perfect partner for this campaign. Their contribution truly allowed us to take this campaign to the next level, seamlessly integrating the brand into our target’s daily life without it feeling like traditional advertising content.

In 2023, Canadian Tire launched its Women's Sports Initiative (WSI), a multi-million dollar investment aimed at allocating at least 50% of its sponsorship funds to professional women's sports by 2026. This initiative also includes a dedicated media fund to increase the visibility of women's sports across various platforms.

The Paris 2024 Olympics are the first edition to feature an equal number of male and female athletes, and Canadian Tire's Olympic campaign aligns with this dynamic. To learn more about the behind-the-scenes of this campaign, we spoke with Jean-Sébastien David, Associate Director, and Aishani Roy, Group Supervisor on the account.

Hello to both of you! Can you tell us about the origins of this campaign?

Jean-Sébastien: This year, we noticed a strong commitment from the Olympic committee and France to give female athletes the spotlight they deserve. Canadian Tire took this initiative very seriously and wanted to invest in a campaign that celebrates women.

As an official partner, the Olympics are a tradition for Canadian Tire. What makes this edition unique?

Jean-Sébastien: This edition is unique because it's the first time Canadian Tire decided to dedicate 50% of its sponsorship funds to professional women's sports.  Therefore, we really wanted to emphasize equal communication, highlighting the achievements of female athletes.

Aishani, you've been involved in this campaign from the start. Can you tell us about the process that led to its completion? 

Aishani: The process was long and rigorous, spanning 18 months of work. However, myself with the dedicated Touche team – Marilyne Alie (Managing Director), Samar Majali (AVP of Strategy), Atreyee Dey (AVP of Broadcast), Brittany Khan (Group Director of Strategy), Michelle Mitchell (Client Business Lead), Jean-Sebastien (Associate Director) and Manahil Nadeem (Assistant Strategist) - were able to deliver all the campaign requirements. Although Olympic campaigns take place once every two years, work for the next edition begins as soon as the previous one ends. It surely keeps you on your toes but it’s a unique experience we thoroughly enjoyed.

What is the media strategy behind this campaign and how will it be deployed?

Aishani: Our media strategy is deployed across multiple channels. To promote the Canadian Tire brand and show its support towards women in sports, Touche, in collaboration with Leo Burnett, produced a 30-second video spot titled "Next Legend" to air during the Games. We also leveraged an exclusive partnership with CBC and Radio-Canada for the coverage of the Games, which includes musical montages to air during the opening and closing ceremonies, In-Game Women in Sports video essays, interviews, and more. The video essays were in collaboration with Shireen Ahmed, a multi-platform sports journalist. Additionally, a partnership with TikTok was included to showcase female athletes’ journey from how they started to how they have become an Olympic athlete now.

To watch the video: https://vimeo.com/993027572/d3db3c6c52?share=copy

Who did you work with on this campaign, and how did the collaboration go?

Jean-Sébastien: The collaboration was intense and complex due to the involvement of several partners: Leo Burnett for creative work, Veritas for public relations, our client Canadian Tire which include the strategy and digital team, as well as CBC and Radio-Canada. Each of us had to adhere to specific time slots, and the negotiations to secure the best broadcasting times were very tight. We worked closely together to optimize every investment, especially in the current economic climate. Touché! played a crucial role in the negotiations, ensuring we maximized the value of every campaign element.

Aishani, do you have any final thoughts on your work on this campaign?

Aishani: Working on an Olympic campaign is a unique and intense experience. There's a lot of work to be done but it surely provides all of us with great exposure and learning experience. I strongly resonate with empowering women in all aspects of life, and so it's rewarding to know that we've contributed to an edition of the Games that truly celebrates female talent.