Gadoua MultiGo Launch

Never seen before results!

The Challenge:

Gadoua was looking to enter into Quebec’s healthy white bread segment to compete with POMs Smart Multi-Grain, offering a never seen before soft white format that was made with 14 whole grains. BSTREET was asked for an integrated campaign that would provide a strong and compelling reason for trial, build awareness of the brand’s unique benefits and gain strong trade and sales support through display activation.

The SmartIdea™:

‘Never Seen Before’ was the BSTREET platform that projected the innovative nature of the 14 grain format milled into a smooth textured bread together with the news of its being the first of its kind in the Quebec Marketplace. The simple image of a magnifying glass exposing the soft and white texture that consumers love, with the goodness of 14 grains their families need, was key to all communication vehicles.

BSTREET supported the message with an irresistible formula for trial; a combination of high value coupon offer, money back guarantee and in-store sampling initiative designed to remove all purchase barriers. We knew that once consumers tried Multi-Go, they’d love it!

To connect with consumers in the digital space, BSTREET leveraged Gadoua’s long-standing relationship with Club des Petits Dejeuner as the perfect platform to engage consumers to join our efforts to raise money for a very worthy cause – providing nutritious breakfasts for children across the province. Through Social Media platforms as well as a strong call to action on banner media – consumers were invited to send ‘virtual breakfasts’ to friends. For every breakfast sent Multi-Go donated $1.00 with an ultimate goal of reaching $50,000.

The Results

Retailers were so excited by the impactful POS and display materials that compliance was higher than any Gadoua launch in history. Over 1,000,000 take ones distributed and several thousand displays made a huge impact at store and consumer reception was reflected in massive sales results. After 8 weeks Multi-GO took the #1 spot as Quebec’s #1 selling bread.