Cheerios looking for its own voice in Quebec

General Mills’ Cheerios brand has partnered with Quebec’s TVA network to find the ”most beautiful, 65+ voice in Québec.” Sunday night was the TVA’s launch of La Voix, a Quebec adaptation of the talent-search program The Voice (which more than 2.5 million people watched, according to BBM Canada). Cheerios and its agency Cossette seized the […]

General Mills’ Cheerios brand has partnered with Quebec’s TVA network to find the ”most beautiful, 65+ voice in Québec.”

Sunday night was the TVA’s launch of La Voix, a Quebec adaptation of the talent-search program The Voice (which more than 2.5 million people watched, according to BBM Canada). Cheerios and its agency Cossette seized the opportunity to launch a contest.

A co-branded TV spot featuring popular pop singer Annie Villeneuve invited amateur singers over the age of 65 to audition for the contest. The prize: an on-stage performance with Villeneuve in March alongside the Jeune de Chœur Choir, a choir of Quebecers over the age of 70.

”It’s never too late to become a star,” says the spot.

”By targeting Quebecers over 65, the campaign wants to show that this part of the public is still energetic and that, because of they’re young at heart, they can inspire their children and grandchildren to stay active,” said Guillaume Bérubé, PR counsellor at Citizen Optimum. “It’s also in line with one of Cheerios’s goals, which is to lower cholesterol.”

A microsite hosted on TVA’s website will accept submissions until Feb. 13. Three finalists will then be determined by a jury, and the public will vote for its favourite. For each vote, Cheerios will donate one dollar to charities dedicated to improve Quebecers’ heart health.

The winner will be announced March 17th.

”Our creative content strategy, with this choir and Annie Villeneuve, is to send a message full of vitality and hope to Quebecers of all ages,” said Antoine Bécotte, vice-president and chief creative officer at Cossette, in a release.

Brands Articles

Your Marketing newsletters are changing

The Marketing Morning Filter is ending, but other newsletters are set to return

The List: North Strategic’s very big year

Prior to being picked up by MSLGroup, the PR shop brought in 15 new client wins

The biggest stories in Canadian marketing: 2016

A look back at the most read and shared news items from MarketingMag.ca

Media Profile teams with global PR group

PRGN welcomes Toronto agency as first Canadian partner

Stereo+ unveils brand overhaul from Lg2boutique

How to to introduce a 35-year-old chain to younger shoppers

The List: Wattpad’s evolving influence

The first of our selections for the biggest newsmakers of 2016

Sears Canada takes a gamble on groceries

Losses more than double in Q3 report, but food markets set to arrive

Big opportunities await in the new age of CSR (column)

Overwhelmed consumers want to outsource their consciences, but it requires deep trust

Mintel predicts packaging trends for 2017

Research firm says intelligent, experiential packaging will lead consumer experiences