Delisle Foods recently launched Delisle Light, a new stirred yogurt with reduced fat content, in Quebec and the Maritimes with a campaign created by Publicite Martin of Montreal.

The 30-second tv spot, print ad, point-of-sale material and billboard all use the interesting creative concept of tipping the image within its frame.

In the spot, a woman’s hand places strawberries one at a time at one side of the visual while the container of Delisle Light is seen on the other side.

Just before the spot finishes, the tv screen tilts and collapses under the weight of the fruit, exposing broken circuitry.

The tagline is, ‘You’ll love where we put the weight.’

Delisle has its headquarters in Boucherville, Que. and serves the Quebec, Ontario and Maritime markets.

Campaign to combat illiteracy

illiteracy affects the lives of 44% of all Newfoundland adults.

A new campaign of posters and print ads for the Newfoundland and Labrador Literacy Coalition attacks the problem on two fronts: building awareness and generating funding.

Created by Target Marketing of St. John’s, Nfld., the poster uses bright, bold colors and hard-hitting messages such as: ‘If you’re blessed with the ability to read this, help someone who can’t,’ and, ‘Illiteracy. It’s not a sin, but it feels like hell.’

Credits go to the creative team of Neale Beckwith and Tom Murphy. The posters were printed by hand by St. John’s printmaker Derek Caines.

MMMarvellous coffee

earlier this month, the MMMarvellous MMMuffins chain of 110 outlets launched a campaign that stresses its liquid assets – its equally mmmarvellous coffee – which accounts for about 30% of its sales.

Bulldog Communications of Toronto created a program with both staff and consumer elements.

Central to both parts of the campaign is a draw for a trip for two to Costa Rica.

The consumer draw is supported by in-store banners, trivia cards, coffee club cards and ballot boxes.

The staff program includes buttons, a newsletter series and customized training sessions.

The prime visual for the campaign is a simple sketch of cup of coffee headed ‘mmm…Coffee,’ with the tagline, ‘As mmmarvellous as our mmmuffins.’

Design credits go to Nathalie Cusson of Bulldog.

Manager uses X-rated TV spot

taxi is the agency behind a steamy campaign for Montreal-based manufacturer Manager Jeans, focussing on the products copyrighted X-shaped outer stitching.

The setting is a hotel room. A pair of jeans on a chair moves slowly towards another pair on the bed. They meet, become entangled and are surprised by the sudden entrance of a cleaning woman.

She picks them up from the bed and tosses them into a clothes hamper. As the voiceover says, ‘Manager – the only jeans with X-rated stitching,’ the visual cuts to the hamper that then begins to shake.

The spot is running on Much Music and Musique Plus.

Credits go to Paul Lavoie and Francois Sauve for creative; Alain Desrochers, director; and Pierre Lalande and Jean-Marc Gagnon, producers at Cinelande.