Abstract
Fourteen years ago, Plaisirs Gastronomiques started with a simple idea: provide busy Quebecers with fresh, ready-to-eat food. The business caught on quickly, but Plaisirs Gastronomiques found that people were buying the products without knowing the brand. This was attributed to the fact that the firm had never attempted an advertising campaign in the entirety of its existence. The primary challenge was to raise consumers' attention to the brand and to make them fully aware of the brand. This was a unique challenge, because consumers were already purchasing the product, but they were not aware of the fact that it was Plaisirs Gastronomiques.
