DuBreton

Vie de cochon

Mandate

To raise consumer awareness about the importance of responsible consumption by informing them about Human Certified, an independent certification that ensures good living conditions for animals.

In recent years, the Quebec pork market has been in decline: consumers are reluctant to buy this animal protein for fear of the presence of antibiotics or any other additive. Consumers, especially the younger generation, are also very sensitive to the treatment of animals intended for human consumption. In order to regain market share and increase its direct sales in grocery shops, duBreton called on the services of Voyou.

Challenge

Inform consumers of the importance of recognised certified labelling to enable them to make informed choices
Regain market share and increase sales of the duBreton brand

Objectives

To raise consumer awareness about the importance of responsible consumption by choosing products with recognized independent certification that ensures good animal welfare, while clearly demonstrating that duBreton pork is a responsible and attractive choice.

For duBreton, we developed an informative 40-second video, A Pig’s Life, as well as a digital Pig Quiz, which allows Internet users to test their knowledge about how pigs are raised and a livestock farming method that makes a difference.

RESULTS

Consumers learned, educated themselves and changed their behaviour. Sales of duBreton pork have increased significantly in grocery shops in Quebec, Ontario and some American states.