Best Food Industry Integrated Ad Campaign

The challenge was to convince Quebec women aged 24-54 to eat more chicken by highlighting the many unexpected ways it can be served. A simple-to-use minisite was developed to propose recipes selected according to criteria determined by the user. Recipes were chosen according to meal (lunch or dinner), theme (romantic, healthy, etc.) and available ingredients. A banner showed the choices made in the form of an equation. The recipe was then generated: as simple as 1+1=2. To maximize viral potential, users were invited to share meal ideas with friends and colleagues via e-mail.

Contributors:

Director Creator:	Pascal De Decker
Art Director:	Stephane Barrette
Copywriter:	Felix Légaré
Programmers:	Sébastien Dupaul and Nicolas S. Roy
Account coordinator:	Lilly Gignac
Strategic director:	David-Alexandre Tanguay

PALM COMMUNICATION

Location: Canada