Quebecor’s 360° Advertising Sales team, in partnership with Joe Fresh,
created an impactful showcase for the brand
One of Canada’s leading fashion retailers, Joe Fresh looked to Quebecor’s 360° Advertising Sales team to help launch their new fall collection in the Quebec market and showcase their new brand ambassador, Maripier Morin. Deployed on several platforms, the campaign focuses on a major advertising coup designed to generate buzz and promote the brand throughout the fall season.
On Monday, September 16, at the corner of Peel St. and René-Lévesque Blvd. – in the heart of downtown Montreal – a two-story transit shelter was installed to showcase various pieces from the Joe Fresh collection. The structure will stay put until January, acting as a spectacular store window. The clothing on the mannequins will switch every month to align with new in-store deliveries at Joe Fresh.
In support of this stunt, brand ambassador Maripier Morin made an appearance on the TV morning show Salut, bonjour on Thursday, September 19. She delivered a live weather report dressed in the Joe Fresh Fall 2019 collection, accompanied by models also sporting the new assortment.
In digital media, Joe Fresh went for a takeover strategy, with banners on various Quebecor websites (i.e. Le Journal de Montréal, TVA Nouvelles, Salut, bonjour, Coup de pouce, etc.). On social media, Maripier Morin also did live weather reports with Joe Fresh branding.
“The Quebec Market is very important to us, and the team at Quebecor 360° Advertising Sales brought forward some innovative and highly effective ideas that aligned with our marketing initiatives,” stated Lindsay Cook, VP of Marketing and Communications at Joe Fresh.
Patrick Jutras, Senior Vice-President and Chief Advertising Officer of Quebecor and TVA Group, explains: “Once again, our teams outdid themselves in the deployment of this impactful Joe Fresh campaign – most notably with the creative use of a downtown Montreal transit shelter, but also by leveraging the power of Quebec’s most popular morning TV show and the performance of our digital platform. This is a shining example of our 360o capability at work.”
Catherine Léveillé, Media Creativity Strategist
Cathy Ellis, Account Manager
Gwen O’Toole, Digital Account Manager
Marie-Claude Desjardins, Senior Manager, Media Solutions
Roxanne Quenneville, Project Manager, Production
Marie-Ève Blouin, ProducerVincent Martel, OOH Designer & Producer
Joe Fresh Credits
Lindsay Cook, VP, Marketing & Communications
Mitchell Yapp, Director, Media & Analytics
Lisa Steele, Senior Manager, Integrated Communications
Stacey Fishman, Public Relations Specialist, Integrated Communications
Marisa Mastrogiovanni, Marketing Coordinator
Harry Hothi, Demand Generation Manager
A Canadian leader in telecommunications, entertainment, news media and culture, Quebecor is one of the industry's most successful integrated communications companies. Driven by the desire to provide the best experience for its customers, all Quebecor subsidiaries and brands are distinguished by a range of quality, multi-platform and convergent products and services.
About Joe Fresh
Essential Style. Exceptional Value. Founded in 2006, Joe Fresh offers accessible, modern design in lifestyle collections for women, men and children. Today one of Canada's leading fashion retailers, Joe Fresh brings a contemporary point of view to everyday wardrobe favourites full of colour, polish and thoughtful details. In categories spanning apparel, accessories, footwear and beauty, Joe Fresh provides quality and style for the entire family. In Canada, Joe Fresh products are available in more than 1,450 retail locations; including over 350 Loblaw locations, 1,300 Shoppers Drug Mart locations, 11 freestanding Joe Fresh stores and JoeFresh.com. Joe Fresh is also available internationally through local partners in the Philippines and the United States. For more information, please visit joefresh.com.