PDC / Product Rebrand

How does one make an incredibly Quebecois brand resonate with an anglophone audience? Over thirty product lines later, I think I figured it out and the result is some of my favourite copy I’ve ever written. Less of an adaptation, and more of an original creation, the lines pull from universally known idioms to offer a clever and enticing clue to the deliciousness awaiting Au Pied de Cochon’s customer.

The project has been the recipient of numerous awards, including Silver in both Packaging and Brand Identity at the Marketing Awards in 2024.

Client
Au Pied du Cochon

Year
2023

This copywriter’s favourite copy.

Major league mustard.

Right out of left field.

We know how you like them apples.

Delicious no matter how you slice it. Cheesy enough for you?

There’s nothing humble about this pie.

This one’s worth its salt. And pepper. And thyme. And rosemary.

Flavour this rich is worth every penny.

Relish’s favourite relish.

For satisfying a sweet tooth or two or three.

Ketchup’s favourite ketchup.

This sauce isn’t our first barbeque.

Zucchini’s favourite relish.

Role: Copywriter & Adaptation / Creative Director: Marie-Elaine Benoit / FR Copywriter & ACD: Jean-Bernard Bastien

Paulo’s Wish / Television Spot

Every holiday season, IGA comes out with one of Quebec’s most beloved Christmas tales. It was my pleasure and honour to adapt the original French script to English this past year, ensuring that the magic reached a larger audience.

Client
IGA

Year
2024

Role: Adaptation / Creative Director: Alex Bernier / Director & FR Copywriter: Quentin Fachon / Art Director: Francis Lévesque

Jealous Neighbours / Radio

The Jealous Neighbours radio campaign (aka the most fun I’ve ever had in a studio) ran for over a year and did a great deal to sharpen my casting, directing and adaptation skills. The key to a good adaptation is to stay true to the market you’re adapting for by adding culturally-relevant spins.

Client
RONA

Year
2023-2024

Role: Copywriter & Adaptation / Creative Director: Brian Gill / FR Copywriter & ACD: Jean-Bernard Bastien

Blood Drive / Radio

I’ll keep this one short and sweet. I love radio.

Client
Héma Québec

Year
2024

Role: Copywriter & Adaptation / Creative Director: David Lambert / FR Copywriter: Alex Lachapelle

Over 30 radio spots were created for the Casinos du Quebec’s radio roulette campaign. The idea was to use the roulette table, synonymous with casinos everywhere, to promote the company’s various offerings including restaurants, hotels, and shows.

Radio Roulette Campaign

Client
Casinos du Québec