La Poutine Week 2018

Category
Case Studies

La Poutine Week is a weeklong Canadian food festival that celebrates the French-Canadian classic – poutine. Born out of Montreal, in 2018, the festival expanded across the Great White North and featured over 380 participating restaurants. Each participating restaurant was asked to create a unique poutine that is reflective of their overall concept and cuisine, that are available to poutine-lovers throughout the festival.

 

THE BRIEF

Rose PR was tasked with securing media awareness and buzz regarding La Poutine Week 2018 across Canada, notably the cities of; Winnipeg, Vancouver, Ottawa, Montreal, Toronto, and Edmonton, and Regina.

 

THE STRATEGY

Rose PR sent out city-specific press releases to TIER A & B broadcast, digital * print media, as well as gastronomy & lifestyle bloggers and influencers. City-specific restaurant lists with poutine names and descriptions were also sent out. Rose PR also organized media tastings in order to increase awareness across high-following social media platforms.

 

THE RESULT

In the span of four weeks, Rose PR successfully secured 192 press stories amounting to 66 million media impressions.

 

Notable outlets included: The National Post, Breakfast Television (National), The Sun (National), Salut Bonjour!, Chatelaine, Elle Québec, Canadian Living, CTV Morning Live (Ottawa & Winnipeg), to name but a few.