In collaboration with Rougemont, the Touché! team is launching Le Pommcast, a branded content series for Les jus Rougemont, developed with LG2 and Radio-Canada. This new series takes listeners into the world of apple-related expressions, legends, songs, and facts, celebrating this iconic Quebec fruit. Hosted by comedian Guillaume Pineault, Le Pommcast features 15 humorous episodes, available as a web series and podcast on ICI TOU.TV and Radio-Canada OHdio. To learn more about this bold campaign, we spoke with Agathe Maviel, group supervisor on the account.

Hello Agathe! Could you tell us more about the insight behind Rougemont’s campaign idea?

Agathe: Rougemont is proudly a Quebec apple juice brand. Apple season, which coincides with back-to-school time, is a crucial period for us. It’s also a time of year when there’s a lot of advertising noise across all platforms. In collaboration with LG2, our challenge was to create content that stands out in this saturated environment. To break through, the idea of creating a "Pommcast" was born—short, humorous audio capsules developed in partnership with comedian Guillaume Pineault. The goal was to showcase Rougemont’s expertise in apples through entertaining content linked to our brand, capturing our target audience’s attention in an original way.

Who was the target for this campaign?

Agathe: Our primary target was parents aged 25 to 54, who lead active and busy lives. They are dynamic, always on the go, and often have little time for themselves during the day. One of the key challenges was to catch their attention by offering entertaining content that could naturally fit into their routine. Through a media mix regularly consumed by our audience, our strategy was to provide a moment of relaxation with these humorous capsules, giving these parents a chance to unwind and laugh, while demonstrating Rougemont’s expertise in apple juice.

What is the media strategy behind this campaign, and how is it deployed?

Agathe: To amplify the campaign’s reach, we chose Radio-Canada as our main partner, a media outlet that perfectly reflects Rougemont’s Quebec values. Radio-Canada is a platform our target audience consumes daily and trusts. The campaign was rolled out in September across their full ecosystem, including Tou.Tv, Ohdio, and YouTube. We also added a video component, with capsules available on Radio-Canada’s digital platforms and social media. Even comedian Guillaume Pineault shared the project on his platforms. We’ll also use Rougemont’s TikTok, Meta, and YouTube accounts to make the videos go viral, boosting the most engaging clips. The idea is to reach our audience in environments they turn to for entertainment and information, while maximizing their attention.

How does Rougemont integrate into parents’ daily lives without feeling intrusive?

Agathe: The key is offering native content designed primarily for entertainment, without making it feel like an ad. Our humorous capsules provide parents with a moment of relaxation, not an interruption in their day. On social networks like TikTok, Meta, and YouTube, our content is part of a fun, entertaining logic rather than direct promotion, making engagement feel more natural and authentic. This way, we position Rougemont not as a brand selling a product but as an ally in parents' daily lives.

Could you tell us about the collaboration with Radio-Canada?

Agathe: The collaboration with Radio-Canada was crucial, not only for distribution but also for production. Thanks to their support, a video component was added to the original audio format. SRC offered great creative flexibility, which allowed us to amplify the project. Their openness to innovation made them a perfect partner for this campaign. Their contribution truly allowed us to take this campaign to the next level, seamlessly integrating the brand into our target’s daily life without it feeling like traditional advertising content.