Toujours Mikes has long been a fixture of the Quebec landscape—going all the way back to 1967! Unfortunately, the brand’s popularity has dwindled in recent years. And not only that, but like many sectors, the restaurant industry suffered tremendously over the past two years due to the pandemic.
Toujours Mikes has long been a fixture of the Quebec landscape—going all the way back to 1967! Unfortunately, the brand’s popularity has dwindled in recent years. And not only that, but like many sectors, the restaurant industry suffered tremendously over the past two years due to the pandemic.
Through its new Yummylicious philosophy, which is the spirit of delighting in food expressed in a way that’s quirky and fun, and a new, colourful character (who’s a sort of spiritual taste guide), Toujours Mikes doubled down on pleasure and lightheartedness. By repositioning Mikes as a salve for a hectic yet mundane daily life, the brand encouraged 30–45-year-olds to take a break and rediscover the joy of eating what they really want.
Through its new Yummylicious philosophy, which is the spirit of delighting in food expressed in a way that’s quirky and fun, and a new, colourful character (who’s a sort of spiritual taste guide), Toujours Mikes doubled down on pleasure and lightheartedness. By repositioning Mikes as a salve for a hectic yet mundane daily life, the brand encouraged 30–45-year-olds to take a break and rediscover the joy of eating what they really want.
After 1,182,456 full views, we can confidently say people found the desire to taste happiness once again!
After 1,182,456 full views, we can confidently say people found the desire to taste happiness once again!
“After everything we’ve been through in the past two years, people need a dose of lightheartedness and humour. Restaurants have always been a place to enjoy yourself, and we all need that more than ever right now. We wanted to lift people’s spirits by giving them a moment of fun throughout our new communications platform, and show that our brand, born in the era of Expo 67, still embraces that mindset even after 55 years!” said Sophie Letendre, Marketing Director at Toujours Mikes.
“After everything we’ve been through in the past two years, people need a dose of lightheartedness and humour. Restaurants have always been a place to enjoy yourself, and we all need that more than ever right now. We wanted to lift people’s spirits by giving them a moment of fun throughout our new communications platform, and show that our brand, born in the era of Expo 67, still embraces that mindset even after 55 years!” said Sophie Letendre, Marketing Director at Toujours Mikes.