When two Québec icons unite around a shared passion, the impact is felt around the entire rink. With the “Visitez et Gagnez!” contest, Couche-Tard and RDS launched a powerful campaign that combined the reach of television, the credibility of sports content, and the proximity of a beloved retail brand driving deep engagement among hockey fans.
This collaboration shows how a well-integrated strategy can transform a promotional campaign into a memorable brand experience. Learn more in the official press release.
From September 22 to November 10, the campaign is seamlessly woven into Québec’s most-watched sports programming, including Hockey 360, Le Hockey des Canadiens, and L’Antichambre, featuring impactful brand integrations and tailor-made creative activations.
With a weekly reach of 2.2 million viewers on RDS, the campaign benefits from a powerful broadcast environment. In fact, the Canadiens on RDS has seen a remarkable 15% year-over-year increase in average minute audience among adults 25–54 this season, reaffirming the network’s connection with the most passionate hockey fans.
Leveraging the strength of Bell Media’s ecosystem, the campaign delivers exceptional visibility and genuine engagement. From personalized mentions during Canadiens games to customized branded content segments, every touchpoint is designed to turn attention into action and drive in-store visits.
The result: an authentic, high-impact, and performance-driven campaign that proves how a strategic partnership within premium content can turn brand awareness into measurable engagement.
“Hockey is part of Québec’s DNA, and this campaign allows us to bring together two passions: Couche-Tard and hockey. Partnering with RDS lets us connect directly with consumers during a powerful moment of community,” said Alissa Woo, Marketing Director – Canada, Couche-Tard.
Bell Media is equipped to design and execute campaigns of this scale, customized to meet each client’s unique objectives. With our production capabilities, multiplatform reach, and branded content expertise, we transform ideas into powerful media experiences that deliver results.
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Source: Numeris, Quebec Francophone, AMA(000), A25-54, 2024-25 season to date (October 10, 2024 to March 22, 2025) vs regular seasons 2021-22, 2022-23, and 2023-24.
Source : Numeris, French Québec, September 1st, 2024, to June 30, 2025, Mo-Su, 2a-2a, P2+, market share based on French commercial stations.
