Following on the heels of its successful Maple-flavour collection, Vachon introduced another innovation: a limited summer edition of its famous Passion Flakie pastries. Launched in Ontario, Quebec and Atlantic Canada in the summer of 2020, with packaging designed by BrandBourg, the collection includes two new tropical flavours: lime and strawberry-banana.

The aim was simple: to create a buzz and a sense of excitement around the brand and the category, while using colourful and enticing packaging and displays to maximize the impact of in-store secondary locations.

The initiative was a resounding success and the sales targets were surpassed.

“For Vachon, seasonal product collections are one way to be innovative and speak to our target market. BrandBourg is a vital partner in concept development and packaging creation.”

Marie-Ève Lepage, Marketing Director, Bimbo Canada

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