Extraordinary people. Extraordinary food.

As only 7% of the population eats vegetarian and/or vegan food, Copper Branch restaurants wanted to reach as many consumers as possible in the Quebec and Ontario markets to increase their Canadian sales.

The goal of the ‘’Extraordinary people. Extraordinary food.’’ TV ad campaign was to democratize vegan food and increase brand awareness in Quebec and Ontario. With a limited budget to work with, we decided to capitalize on relatively known sports figures well on their way to become ‘’stars’’. Our communication angle for the campaign was that to improve ourselves and become extraordinary, we have to take special care of our spirit and feed our body with extraordinary food.

For the Ontario market, our bet was on tennis player Bianca Andreescu, with a ranking of 68 in the world before the launch of the ad campaign. And for the French-speaking Quebec market, we decided to go with hockey player Jesperi Kotkaniemi, Montreal Canadiens’ young hope.