Positioning Leciel as a driver of change in Québec's food self-sufficiency

Company
Leciel
Category
Content creation
Expertise

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Photography
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Brand positioning
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Stratégie
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Video

Project
Overview

Les Serres Bertrand become Leciel!

Pioneers of greenhouse farming in Québec, Les Serres Bertrand have always put innovation at the heart of everything they do, for more than 30 years. Leciel embodies the transition from one generation of farmers to the next, and affirms a commitment to keep evolving and contributing to Québec’s food self-sufficiency.

In more detail

Our first mission was to understand the company’s story and bring it to life on video to support the transition campaign highlighting the new brand image.

Our second mission was to produce a series of photos for the company’s new website.

Scope of work

Photo and video content production to support an awareness-focused marketing campaign.

  • Scriptwriting

    Taking the time to fully understand the client’s story and the essence of the company. We then wrote a script based on the message to deliver, while respecting the company’s overall vision and its graphic and visual standards.

  • Photo and video production

    Determining the equipment needed for content production (lighting, cameras, lenses, sound recording). Travelling on location and directing the shoot to produce the photos and footage needed for editing. Backing up all files twice for secure archiving.

  • Post-production

    Photo retouching and video editing. Once the client approves the edit, we move on to colour grading and sound adjustment, then deliver the final result.

The campaign mission

The goal was to convey clear messages to consumers in support of the marketing campaign. We wanted to position Leciel as a local, family-run and innovative company. The angles used were the production of healthy vegetables, grown locally in an eco-responsible way.

Sharing the story of Les Serres Bertrand and building awareness around the transition to their new branding: Leciel. The aim was to make the brand recognizable in stores and to raise customers’ awareness of the benefits of buying local, eco-responsible products.

  1. Help customers identify the brand in stores
  2. Highlight the benefits of local products
  3. Make sure the first contact with the brand is a positive one
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