Context
As part of its commitment to promoting Aliments du Québec-certified products, the organization aimed to connect directly with consumers to showcase the richness of the local terroir and encourage buying local. To achieve this, several member brands — including Freddo, Toundra, Grizzly, Fruit d’Or, La Noix d’Érable, Verger Labonté, Brasserie Albion, and Les Grands Bois — participated in a series of in-store tastings in the Montreal and Quebec City regions.
The objective: to provide a tangible showcase for the diversity and quality of local products while creating meaningful moments of connection with consumers.
Concept
Celsius designed and rolled out a multi-weekend tasting program, allowing each participating brand to present their products in a custom-branded booth, all unified by the “Aliments du Québec” signature.
Each activation was conceived as a discovery experience: in-store animation, guided tastings, direct interaction with consumers, and a focus on the local and artisanal nature of the products.
Some brands even teamed up — notably Toundra and Grizzly — to offer co-created bites that highlighted the complementarity of Quebec flavors.
The approach emphasized proximity, culinary education, and sensory experience to strengthen the habit of buying local.
Deliverables
Celsius handled the full logistics before, during, and after the activations: booth design and production, staffing and training, coordination with stores, product stock validation, and weekly performance reports with metrics.
In total, over 70 tasting outings during weekends will be executed, resulting in thousands of samples distributed and thousands of direct consumer interactions.
This joint initiative allowed many Aliments du Québec member producers to get closer to the public and bring the brand’s mission to life on the ground: to help people discover and fall in love with the flavors of Quebec.
