Taking care of your taste buds
After living through a global pandemic, people want to enjoy life’s little pleasures more than ever. And that’s exactly what Toujours Mikes has always given them! Because taking care of yourself also means caring for your taste buds.
Continuing to spread the Gourmiam philosophy.
Toujours Mikes launched a new platform in 2022 to modernize their brand image and increase their consideration among consumers. Through their Gourmiam philosophy, which is the spirit of delighting in food expressed in a way that’s quirky and fun, and their character, who’s a sort of spiritual taste guru, Toujours Mikes focused on a humorous and colourful approach. The challenge for the second year was to continue to develop the platform while showcasing the brand’s assets.
Continuing to spread the Gourmiam philosophy.
Toujours Mikes launched a new platform in 2022 to modernize their brand image and increase their consideration among consumers. Through their Gourmiam philosophy, which is the spirit of delighting in food expressed in a way that’s quirky and fun, and their character, who’s a sort of spiritual taste guru, Toujours Mikes focused on a humorous and colourful approach. The challenge for the second year was to continue to develop the platform while showcasing the brand’s assets.
Caring for yourself, one bite at a time.
Despite the post-pandemic inflation, people want to treat themselves. To emphasize the platform’s evolution, we highlighted this collective desire to reconnect with our deepest needs... and indulge in a pleasurable experience. In our TV spots, the protagonists seek guidance from the spiritual taste guru to solicit his invaluable insights on the topic. We also produced content for social media to spread the Gourmiam philosophy beyond the traditional advertising ecosystem.
“With his colourful expressions and candour, the guru reminds us that in our busy lives, we’re allowed to treat ourselves. And that can be something as simple as visiting a Toujours Mikes restaurant,” saidSophie Letendre, Marketing Director at Toujours Mikes.
Caring for yourself, one bite at a time.
Despite the post-pandemic inflation, people want to treat themselves. To emphasize the platform’s evolution, we highlighted this collective desire to reconnect with our deepest needs... and indulge in a pleasurable experience. In our TV spots, the protagonists seek guidance from the spiritual taste guru to solicit his invaluable insights on the topic. We also produced content for social media to spread the Gourmiam philosophy beyond the traditional advertising ecosystem.
“With his colourful expressions and candour, the guru reminds us that in our busy lives, we’re allowed to treat ourselves. And that can be something as simple as visiting a Toujours Mikes restaurant,” saidSophie Letendre, Marketing Director at Toujours Mikes.
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