DQ’s Italian sandwich saga » Media in Canada

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id="92022"> <div id="post" class="singlepost"> <div id="articleHeader"> <div id="breadcrumbs"> <a href="https://mediaincanada.com/">Home</a> » <a href="https://mediaincanada.com/category/digital/" rel="category tag">Digital</a>, <a href="https://mediaincanada.com/category/screening-room/" rel="category tag">screening-room</a>, <a href="https://mediaincanada.com/category/television/" rel="category tag">Television</a> » </div> <h2>DQ’s Italian sandwich saga</h2> <h5>The QSR teams up with a (kind of) real Nonna to launch its latest product.</h5> </div> <div class="byline"> <div class="author"> <a href="https://mediaincanada.com/author/hsingh/" target="_self">  <div class="author_bio"> By Harmeet Singh </div> </a> </div> <div class="date"> March 17, 2016 </div> <div id="editMarker"> </div> </div>  <div class="entry clearfloat"> <div id="article"> <p dir="ltr"><a href="http://strategyonline.ca/wp/wp-content/uploads/2016/03/nonna.jpg"><img decoding="async" fetchpriority="high" class="aligncenter size-large wp-image-98850" alt="Nonna" src="http://strategyonline.ca/wp/wp-content/uploads/2016/03/nonna-622x456.jpg" width="583" height="427" /></a></p> <p dir="ltr">If you’re going to launch an Italian sandwich, it’s probably best to have Nonna’s approval.</p> <p dir="ltr">To help launch a new menu item – the chicken bruschetta sandwich – DQ Canada tapped the family behind web series “<a href="https://www.youtube.com/user/mindofchester">Nonna Maria and Friends</a>” for some authentic Italian help.</p> <p dir="ltr">The series out of Montreal features “Nonna Maria” and her husband (both played by over-the-top puppets), as well as their family, poking fun at life in an Italian immigrant home.</p> <p dir="ltr">The team behind the show has created four original videos around Nonna Maria’s experience with the new DQ sandwich (including being slightly horrified that it doesn’t come from a more traditional Italian shop).</p> <p dir="ltr">[iframe_vimeo video=”159354392″]</p> <p dir="ltr">[iframe_vimeo video=”159354321″]</p> <p dir="ltr">The series is being supported on Facebook, Twitter and Instagram (both paid and organic) on the DQ and “Nonna Maria” channels. The videos are part of an integrated national campaign (which includes traditional TV spots), supporting the sandwich launch (part of the DQ Bakes products launched last year) and focusing on positioning it as an authentic Italian sandwich.</p> <p dir="ltr">“From a DQ perspective, we this year have entered much more into the digital space,” says Candida Ness, director of marketing at DQ Canada. “Obviously everyone is talking about millennials, but we just wanted to find a way to connect with our fans on a different level.”</p> <p>The brand’s PR partner, Media Profile, brought up the opportunity to work with the “Nonna Maria” series. DQ also worked with MediaCom Canada on media and Publicis on the social media strategy.</p> </div> </div> <div id="tags" class="clearfloat"> <h6>Tags:</h6><br/><br/><p> <a href="https://mediaincanada.com/tag/canadian-media/" rel="tag">Canadian Media</a>, <a href="https://mediaincanada.com/tag/dq-canada/" rel="tag">DQ Canada</a>, <a href="https://mediaincanada.com/tag/media-profile/" rel="tag">Media Profile</a>, <a href="https://mediaincanada.com/tag/mediacom-canada/" rel="tag">MediaCom Canada</a>, <a href="https://mediaincanada.com/tag/nonna-maria-and-friends/" rel="tag">Nonna Maria and Friends</a>, <a href="https://mediaincanada.com/tag/topspot/" rel="tag">topspot</a></p> </div> </div>  </div>   <div id="related" class="nocontent"> <h2 class="pagetitle">Related Articles</h2> <div id="related-posts" class="clearfloat"><ul> <a class="relA" href="https://mediaincanada.com/2024/11/22/goose-digital-expands-with-moresales/"><li> <div id="relLug"><img width="300" height="172" src="https://cdn.mediaincanada.com/wp/wp-content/uploads/2015/03/womanhandshakeshutterstock-300x172.jpg" class="attachment-sidebar size-sidebar wp-post-image" alt="" decoding="async" srcset="https://cdn.mediaincanada.com/wp/wp-content/uploads/2015/03/womanhandshakeshutterstock-300x172.jpg 300w, https://cdn.mediaincanada.com/wp/wp-content/uploads/2015/03/womanHandshakeShutterstock-100x57.jpg 100w, https://cdn.mediaincanada.com/wp/wp-content/uploads/2015/03/womanHandshakeShutterstock-492x280.jpg 492w" sizes="(max-width: 300px) 100vw, 300px" /> </div> <div id="relBlurb">Goose Digital expands with MoreSales</div> </li></a> <a class="relB" href="https://mediaincanada.com/2024/11/22/ferrero-rocher-taps-luxury-brands-to-elevate-its-connection-with-holiday-hosts/"><li> <div id="relLug"><img width="300" height="172" src="https://cdn.mediaincanada.com/wp/wp-content/uploads/2024/11/ferrero-300x172.jpg" class="attachment-sidebar size-sidebar wp-post-image" alt="" decoding="async" srcset="https://cdn.mediaincanada.com/wp/wp-content/uploads/2024/11/ferrero-300x172.jpg 300w, https://cdn.mediaincanada.com/wp/wp-content/uploads/2024/11/Ferrero-100x57.jpg 100w" sizes="(max-width: 300px) 100vw, 300px" /> </div> <div id="relBlurb">Ferrero Rocher taps luxury brands to elevate its connection with holiday hosts</div> </li></a> <a class="relC" href="https://mediaincanada.com/2024/11/22/huggies-turns-moms-heartbeats-into-sleep-tracks/"><li> <div id="relLug"><img width="300" height="172" src="https://cdn.mediaincanada.com/wp/wp-content/uploads/2024/11/huggies-300x172.jpg" class="attachment-sidebar size-sidebar wp-post-image" alt="" decoding="async" loading="lazy" srcset="https://cdn.mediaincanada.com/wp/wp-content/uploads/2024/11/huggies-300x172.jpg 300w, https://cdn.mediaincanada.com/wp/wp-content/uploads/2024/11/Huggies-100x57.jpg 100w" sizes="(max-width: 300px) 100vw, 300px" /> </div> <div id="relBlurb">Huggies turns moms’ heartbeats into sleep tracks</div> </li></a> <a class="relD" href="https://mediaincanada.com/2024/11/21/behind-the-buy-decathlon-prioritizes-social-for-its-black-friday-campaign/"><li> <div id="relLug"><img width="300" height="172" src="https://cdn.mediaincanada.com/wp/wp-content/uploads/2024/11/decathlon-1-300x172.jpg" class="attachment-sidebar size-sidebar wp-post-image" alt="" decoding="async" loading="lazy" srcset="https://cdn.mediaincanada.com/wp/wp-content/uploads/2024/11/decathlon-1-300x172.jpg 300w, https://cdn.mediaincanada.com/wp/wp-content/uploads/2024/11/Decathlon-1-100x57.jpg 100w" sizes="(max-width: 300px) 100vw, 300px" /> </div> <div id="relBlurb">Behind the Buy: Decathlon prioritizes social for its Black Friday campaign</div> </li></a> <a class="relE" href="https://mediaincanada.com/2024/11/20/is-x-winning-back-canadian-advertisers/"><li> <div id="relLug"><img width="300" height="172" src="https://cdn.mediaincanada.com/wp/wp-content/uploads/2024/11/julian-christ-0i21xhfgw0e-unsplash-300x172.jpg" class="attachment-sidebar size-sidebar wp-post-image" alt="" decoding="async" loading="lazy" srcset="https://cdn.mediaincanada.com/wp/wp-content/uploads/2024/11/julian-christ-0i21xhfgw0e-unsplash-300x172.jpg 300w, https://cdn.mediaincanada.com/wp/wp-content/uploads/2024/11/julian-christ-0I21xHfgw0E-unsplash-100x57.jpg 100w" sizes="(max-width: 300px) 100vw, 300px" /> </div> <div id="relBlurb">Is X winning back Canadian advertisers?</div> </li></a> </ul></div> </div> <div id="comment-area" class="nocontent">  <p class="nocomments">Comments are closed.</p> </div> </div>  <div id="col2" class="nocontent"> <div id="sidebarUpper" class="clearfloat"> <div class="col2ad clearfloat">   <div id='div-gpt-ad-1464126120570-7'> <script type='text/javascript'>googletag.cmd.push(function() { googletag.display('div-gpt-ad-1464126120570-7'); 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