Pom is deploying a fictional DJ – and actual vinyl – to embody the versatility of tortillas.
The “Remix Your Leftovers” campaign by longtime agency partner Cossette, sees “DJ Touski” spinning tortillas on a cutting-board turntable while cooking.
Pom, the Bimbo Canada bread brand, has also launched a social-media contest for a chance to win an exclusive vinyl record and a turntable.
The record features an original track by DJ-producer Vlooper and includes sound samples and remix stems.
“With this campaign, we’re doubling down on our promise that tortillas may be flat, but they’re anything but boring,” says Sarah Liou, marketing manager for Pom at Bimbo Canada. “DJ Touski brings a playful, colourful voice to the table, offering a fresh spin on how our product can be the go-to solution for transforming fridge leftovers into tasty meals in no time.”
Bimbo Canada sees substantial growth potential in the tortilla market and is targeting light tortilla purchasers in the 25-35 age demographic who prioritize time efficiency and simple, universally appealing recipes.
“This demographic represents a significant opportunity for increased purchase frequency,” Liou says.
“Remix Your Leftovers” is strategically aligned with the spring season and coincides with the introduction of the new Pom Nature+ Low Fat No Sugar Tortillas.
Liou tells strategy that Pom typically executes significant marketing efforts in spring and fall, while still being active with complementary product launches throughout the year.
“Treating tortillas like vinyl and putting the DJ role in consumers’ hands may sound simple, but it’s a truly innovative move for this category,” says François-Julien Rainville, associate creative director at Cossette. “We leaned all the way into the DJ analogy with a never-before-seen activation: real records made with real tortillas, designed to be played, shared and remixed.”
Pom’s standard marketing approach is based on the “Sounds Good” creative platform, which integrates sound-related elements into product narratives.
The campaign includes online video ads and social content. For in-store, Pom partnered with Hellmann’s and LaFleur, featuring joint displays, signage, and $8 off coupons to promote the new SKU launch. PHD is behind the buy.
