Client
Taste of the North

Role 
Brand Strategy
Tone of Voice
Copywriting

Agency
Pigeon Brands

Press
Strategy Online
Grenier
Agro Quebec
LLBOnline
Radio Canada

Accolades
2023 PAC Global Award Nominee

Opportunity
Refresh the 25-year-old produce brand, infusing a fresh boldness, while speaking to its delicious offerings, sustainable values, local Québec roots and specialty in exports to the north-eastern region of the US.

Solution
Bring the spirit of Taste of the North to life, expressing their delightful taste, superior quality, and sustainable difference. The brand strategy was developed around the brand promise of delivering regionally-sourced produce grown the right way; with care and consideration for the land, appreciation for local farmers and nurturing consumer relationships. Sharing the brand’s story of farm to fork, resulted in championing the consumer truth of enjoying exceptionally tasting produce. A key insight shared during one of the stakeholder interviews led the creation of the tagline, ‘joy in every bite!’ – highlighting the brand’s key point of differentiation. The creative expression with bright colours and contemporary typography sells the Taste of the North experience in freshness, flavour and delight.