Finding happiness at Toujours Mikes
Toujours Mikes has always been well-liked by Quebecers. But how could we entice people back to the restaurant chain, while also breathing new life into the brand? Simple: by using a humorous and offbeat approach along with a new, modern philosophy!
Breathing new life into the brand
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.
Breathing new life into the brand
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.
A new philosophy for tasting happiness once again
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.
A new philosophy for tasting happiness once again
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.
Yummy results
After 1,182,456 full views, we can confidently say people found the desire to taste happiness once again!
Yummy results
After 1,182,456 full views, we can confidently say people found the desire to taste happiness once again!
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“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.
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