Leclerc Launches Cookies That Make You Want to Celebrate

Leclerc is launching a national integrated campaign created by PIGEON to promote its popular, loved-by Canadians Célébration cookies. 

We all know it: it’s not always easy to make a decision faced with the wide range of choices in the cookie aisle. "In a world where time is precious and days are busy, consumers aspire to experiences that bring them positivity and satisfaction, even in the most ordinary moments. Our Célébration cookies provide a moment of joy and comfort every time," said Marie-Josée Massicotte, communications director and brand manager at Leclerc.

According to Jean-François Béliveau, 360 creative director at PIGEON, "This iconic brand is much more than a simple treat; it is a moment of comfort and pleasure that invites itself into our daily lives. And it’s a brand that appeals to everyone, from 7 to 77 years old! The creative had to take that into account. That’s why the choice to include the legendary song by Kool & the Gang was obvious. To bridge the brand, of course, but also to create an instant wave of emotion. We illustrated how, by choosing Célébration cookies, consumers embrace the possibility of creating moments of happiness at any time of their day, transforming the banalities of daily life into friendly and light moments." 

The campaign unfolds on two levels: the first with the role cookies play in our daily lives, and the second on the famous occasion of campfire s’mores and the flavours of vacations. The campaign is deployed in videos, web banners, on social media platforms, and on Spotify.

The Célébration range of cookies brings a touch of happiness to our day. The campaign’s tagline "Ça donne envie de célébrer" (Celebrate good times) reinforces the idea that no matter the moment, no matter the place, there is always a good occasion to treat yourself and celebrate.