Quebecor promotes Quebec food products on its platforms
MONTREAL, November 16, 2020 – To celebrate the Zeste brand’s 10th anniversary, Cook it has joined forces with Quebecor for a 360° partnership with the signature “Pour ses 10 ans, ZESTE s’invite chez vous!” (ZESTE invites itself to your home for its 10th birthday). Cook it is the first company to take advantage of Zeste’s presence throughout Quebecor’s ecosystem to achieve multiplatform reach across television, newspapers, magazines, the Web and social media.
“We are very pleased to give Quebec-based Cook it visibility in our cooking environment,” says Patrick Jutras, Senior Vice-President and Chief Advertising Officer of Quebecor and TVA Group. “Zeste’s new 360° culinary ecosystem offers a multitude of touch points and a constellation of opportunities for advertisers to push content that reaches Quebecers where it counts, in their stomachs. We know that in these trying times, our audience needs comfort and turns naturally to feel-good content. We are seeing this with our cooking content in digital format and on social media, where it attracts a combined total of more than 4.7 million unique visitors per month.”
Under the partnership, Zeste will serve up a delicious recipe concocted by one of its chefs and presented by Cook it, in collaboration with a local food producer, on Quebecor’s platforms every month. At the same time, the recipe will be included in Cook it’s list of ready-to-cook meals, available for home delivery throughout Quebec.
“This partnership with Quebecor is a unique opportunity to reach Quebecers where they live, no matter how they consume their entertainment and information,” says Cook it CEO Judith Fetzer. “The natural fit between our brands demonstrates the flexibility and range of marketing possibilities that Quebecor’s ecosystem offers.”
To extend the range of partnerships, each recipe also features a Quebec food product. For example, the September recipe showcased Famille Fontaine veal, lending it prominent visibility among both Quebecor’s audiences and Cook it’s customers.
“We are very satisfied with our collaboration with Quebecor, which made many Quebecers aware of our Famille Fontaine ground veal and prompted them to try it,” says Jessica Wright, Director of Marketing at Montpak International Inc. “We appreciated the experience and the visibility generated by Zeste’s organic approach so much that we are considering doing it again in 2021 with another product.”
In addition to receiving unprecedented visibility, the featured monthly products will be added to Cook it’s menu, which generates sales of up to 5,200 portions per recipe. The initiative reaches 81% of Quebecers every month on mass media properties such as Salut Bonjour, Le Journal de Montréal and Le Journal de Québec.
Aliments du Québec (with the participation of Poulet du Québec (chicken) and Maison Orphée), Veau du Québec (veal), Fraîches du Québec (strawberries), Agneau du Québec (lamb) and Mirabel and Demers (greenhouse vegetables) have contributed to the monthly offerings. Other partnerships are scheduled up to May 2021.
For culinary inspiration, visit www.zeste.ca and plunge into the gourmet universe of Zeste. For more about the partnership between Zeste, Cook it and Quebec food products, see the photos and videos below.
7 Jours magazine
Zeste insert – Journal de Montréal and Journal de Québec
Quebecor, a Canadian leader in telecommunications, entertainment, news media and culture, is one of the best-performing integrated communications companies in the industry. Driven by their determination to deliver the best possible customer experience, all of Quebecor’s subsidiaries and brands are differentiated by their high-quality, multiplatform, convergent products and services.