Quebec Poultry Farmers and Dialekta make headlines in Media In Canada

Our faithful readers have recently read the details of this beautiful advertising campaign signed by Dialekta, in collaboration with the Éleveurs de volailles du Québec (EVQ) for Quebec Poultry Farmers, under the theme: Having Quebec chicken on the program, it’s always a good choice.

The famous magazine Media In Canada recently dedicated an article to this media campaign, which we wanted to share with you.


Quebec Poultry Farmers piggybacks on provincial elections to reach a wide audience

During the lead-up to Quebec’s provincial elections, political junkies may have also noticed a campaign by Les Éleveurs de volailles du Québec (Quebec’s Poultry Farmers) to increase the brand’s recognition and its local identity.

The campaign, with media led by Dialekta, placed ads in various provincial and local news media (both print and digital) near political articles.  It also had OOH ads made to look like signs from local candidates and timed with their release, Éliane Giasson, media strategist at Dialekta, tells MiC.

Beyond the fact that election content draws a big audience across demographics, Giasson says it aligned with the client’s goals philosophically as well.

The elections are the time to share ideas and values from Québec,” she says. “We took the opportunity to highlight the local identity of Les Éleveurs de volailles du Québec at a time when people are most receptive, which is in line with our goal to inspire residents to buy local.”

The print ads also presented different chicken meal choices in the form of a ballot, and were placed in La Presse, Le Journal de Montréal, Le Journal de Québec, Journal Métro and Le Devoir.

From a culinary perspective, partnerships were also formed with local recipe sites such as Trois fois par jour, Bob le Chef, À la di Stasio and VÉRO magazine that saw different ads posted on each platform.

This food-related aspect of the campaign targeted three audiences: people looking for variety in their diets, families with young children wanting to feed them healthy food and environmentally conscious consumers who love meat and make choices in accordance with their values.

For each of these sectors, a campaign was created with a message that addressed their concerns. “Messages were delivered according to their interests,” says Giasson.

Furthermore, fun and light quizzes were created that asked users their preferences to direct them to the recipe section of Les Éleveurs de volailles du Québec’s website. The website has thus far seen a 224% increase in visits.


Advertiser: Poulet du Québec (Éleveurs de volailles du Québec)
Client: Marie-Hélène Jutras
Graphic design & artistic direction: DGK (Alexandre Pépin)
Media agency: Dialekta (Anne-Sophie Collins, Éliane Giasson, Marie-Pier Haineault and Philippe Montreuil)

Diana Ferreira appointed General Manager of Dialekta in Montreal

Dialekta, an independent media agency specializing in performance marketing, has appointed Diana Ferreira as its new general manager in Montreal to supervise all of the agency’s activities in Canada and the entire North American region.

Having joined Dialekta nearly six years ago, she began her career as a strategist, before overseeing and directing accounts and operations, to ultimately reach the position of general manager.

“First of all, this appointment represents a great honor. This demonstration of confidence motivates me tremendously to continue to nurture our collective intelligence as a team, to defend benevolence in the daily management of the agency, and to strategically accompany our clients in their success,” shares Diana Ferreira, General Manager of Dialekta in Montreal.

“Diana is all about enthusiasm on a daily basis, the right hindsight in the presence of problems and the solution mode always activated. This approach has quickly made her indispensable to both the success of our company and our team’s happiness. She has a remarkable ability to analyze the multiple facets of her environment on strategic and human levels. I am very proud to count on her to carry out our mission in the coming years,” says Cyril Chaib, President of Dialekta.


This general management appointment also marks the first milestone in a major reflection regarding entrepreneurial succession within the company. “It feels natural to us that ownership should be shared with the employees who have helped Dialekta succeed and who want to continue growing along with us. It is important that our employees recognize themselves in Dialekta and we are confident that we will thus progress further together,” concludes Cyril Chaib.

Some talents have already been identified and will be invited to become shareholders of the company in the coming months.


Founded in Montreal, Dialekta has established itself as a reference in media strategy and performance marketing in Canada. Nowadays, this Canadian-owned independent agency has more than 40 employees as well as an office in Paris. As part of its mandates, the agency is proud to accompany and advise prestigious companies such as Bell Media, Biron Health Group, Brother Canada, Cascades, Desjardins, Epiderma, GSoft, Point S Canada, Pratt & Whitney Canada, Ubisoft, Sollio and YMCA.

Photo credit: Maxyme G. Delisle

Poulet du Québec and Dialekta : always a good choice

In collaboration with the media agency Dialekta, the Éleveurs de volailles du Québec (Quebec’s Poultry Farmers) are launching their brand new advertising campaign for the Poulet du Québec (Quebec Chicken), under the theme: Having Quebec chicken on the program, it’s always a good choice.

The notion of choice being the central theme during the current Quebec provincial election period, the Éleveurs de volailles du Québec have invited themselves into the news in a rather surprising way. Indeed, from September 12 to October 9, the organization will play around the notion of choice in a variety of commercials during a period when making a choice is of the utmost importance. These messages are to be found in various provincial and local news media such as La Presse, Le Journal de Montréal, Le Journal de Québec, Journal Métro and Le Devoir.

poulet quebec newspaper

Moreover, to establish chicken as the protein of choice for consumers and to inspire them to put Quebec chicken in their grocery carts, the Éleveurs de volailles du Québec also chose to strategically present their campaign in a variety of culinary contexts, inspiring Quebecers during a critical time in their weekly food shopping plans. Partnerships were formed with local recipe sites such as Trois fois par jour, Bob le Chef, À la di Stasio and VÉRO magazine.

partnership with local recipe sites

Additionally, this media offensive is being launched in the middle of September, which coincides with the National Chicken Month. This is the perfect time to celebrate the excellent chicken that the Éleveurs de volailles du Québec have been providing to Quebecers for decades. It also represents a wonderful opportunity to highlight the work of the 615 chicken farming families across the province and the 30,000 workers involved in the industry. Proud to carry out this campaign in partnership with Aliments du Québec (ADQ), the Éleveurs de volailles du Québec wish, as does their partner, to include Quebec products in the consumer’s diet.

“This large-scale campaign is in line with our ambition to promote Quebec chicken as a food of choice. We would like to remind Quebecers that having Quebec chicken in their daily, evening or weekend program is not only a good choice for small and big events, but also for minimizing the environmental footprint. The Éleveurs de volailles du Québec would like to express their warmest thanks to Aliments du Québec for their support in this campaign. This partner wishes, just like us, to put Quebec products on the consumer’s plate,“ says Marie-Hélène Jutras, Director of Communications and Marketing at Éleveurs de volailles du Québec.

“We would also like to thank the media agency Dialekta for its creativity and its strategic depth in both traditional and digital media,” concludes Marie-Hélène Jutras.

The recently launched campaign will run for six weeks and will include fly posting as well as various print and digital media.


Advertiser: Poulet du Québec (Éleveurs de volailles du Québec)
Client: Marie-Hélène Jutras
Graphic design & artistic direction: DGK (Alexandre Pépin)
Media agency: Dialekta (Anne-Sophie Collins, Éliane Giasson, Marie-Pier Haineault and Philippe Montreuil)

Dialekta - 360 Media Team

Dialekta taking a full-service approach to performance marketing

Several months ago, Dialekta quietly embarked on a long-awaited, meticulously planned project. It endeavoured to become one of Canada’s first digital marketing agencies to develop traditional media planning expertise.

With its vision and ambitions fully realized, Dialekta officially announces the rollout of this new service, which was until now offered exclusively to clients. As of today, the agency is taking a full-service approach to performance marketing

“Why the change? We want to stress that our ambition has always been to become Canada’s benchmark performance marketing agency—for all media. We’re not changing for the sake of change but rather, we’re evolving our business in a logical, cohesive way that remains true to our mission from day one. And even though clients have come to embrace the web in recent years, we want to ensure we can offer everyone an efficient, integrated service that knows no bounds. Now, our playground is as big as your ambitions!” Says Cyril Chaib, founder and President of Dialekta. 

With the announcement of this new service, Dialekta positions itself as one of the few media agencies in its field specializing in performance marketing. It’s proud to now offer clients a complete view of the consumer media journey along with its unparalleled digital strike force.

Dialekta is incredibly pleased by all the enthusiastic client feedback so far. And although it’s only just announcing its new service today, the agency already has several fully integrated performance-marketing wins under its belt. It’s proud to have spearheaded many notable Canada-wide campaigns for television, radio, print, billboards, and, of course, the web.

To oversee its new offering, Dialekta has a well-established team of four 360-degree media experts. Notably, the team is lead by Anne-Sophie Collins. Recipient of numerous industry awards, Anne-Sophie was a finalist in the 2020 Young Lions Canada competition and the winner of the New Media Award in Strategy at the A2C Idéa competition.

Dialekta - 360 Media Team
From left to right: Anne-Sophie Collins, Elian Giasson, Marie-Pier Haineault, and Philippe Montreuil.

Dialekta wants to thank every one of its clients for their trust. Its shift toward 360-degree performance marketing would never have been possible without their support.

About Dialekta

Founded in Montreal, Dialekta has positioned itself as a performance media and marketing leader in Canada. Today, the independent Canadian-owned agency has more than 40 employees and an office in Paris. Dialekta is proud to support and advise notable companies such as Bell Media, Brother Canada, Cascades, Desjardins, Gsoft, Point S Canada and Pratt & Whitney Canada.

Dialekta at Volleybec 2021 – A record amount of $27,000 raised

Dialekta Montreal is pleased to have participated last Friday in the 12th Volleybec tournament, for the great return of beach volleyball in support of bec (Bénévolat d’Entraide aux Communicateurs).

Mental health is a cause that is close to Dialekta’s heart. With the support of our agency and also thanks to the generosity of the sponsors and partners who made this 12th edition a success, this event raised a record amount of $27,000.

With this amount, it will be possible for bec to offer its services free of charge, such as the help line; psychological support, professional support, financial advice and legal advice. The money raised will allow for 225 psychological consultations to be offered to colleagues in need.

bec is a charitable organization created to support the health and well-being of workers in the media, communications and marketing industry in Quebec.

Special thanks to our proud colleagues who represented Dialekta at the tournament: (from left to right) Laura Bélanger, Éliane Giasson, Karlo Brisebois Gongora, Shaida Djavadi, Shawn Gratton, Omar Essoulimani, Archibald Arveiller and Simon Caillé.

Dialekta - 4051 rue Molson

Dialekta Montreal moves its head office

4051 Rue Molson

It is with great excitement that Dialekta Montreal is moving into its new head office in the booming Angus district.

After 7 years in the heart of the Plateau Mont-Royal, it was time for us to change location and set the foundation for growth for the next 10 years.

Our new spaces are amazing. We can’t wait to share more snapshots with you. They have been designed to foster collaboration with our clients and partners and offer plenty of creative and inspiring work areas.

We look forward to welcoming you here… as soon as Public Health allows.

Note the new address:

4051 Molson Street #100, Montreal, Quebec H1Y 3L1

site web lynk

The most famous Digital Ad format is going to disappear: Death to the Big Box, long live the “Flexible Size Ads”!

Since the beginning of digital advertising, publishers, advertisers and internet users have lived with Big Box, Leaderboards and other IAB standard units. These guidelines got more and more complex with the emergence of technologies allowing for “rich”,“expando” and mobile formats that were not optimized for that many pixels to be displayed.

In 2017, the IAB will put an end to this proliferation of pixel ad units and simplify the digital advertising landscape with “Flexible size ads”. No more 300×250, 728×90 and other pixel formats and say hello to ads defined by ratio (1:1, 1:2, 1:3, 2:1, 6:1, etc.). Thus, we will be able to display the same creative on mobile, tablet or desktop in different sizes but with the same proportions!

formats flexible size ads

This change will take effect as soon as 2017, so how should you prepare?


In order to go through this transition as smoothly as possible, the IAB already offers to adopt LEAN ads (Light, Encrypted, Ad choice supported & Non-intrusive). These guidelines, compatible with our current tools, also follow the new formats. It is a first step to this new digital age.

If you already respect IAB guidelines, do not worry: your ads are already LEAN!


The effective date has yet to be announced and the deployment will take place throughout the year.

However, we would all benefit from starting as soon as possible. To this end, the IAB has already published a new ad portfolio. So, for your 2017 campaigns, forget pixels and start thinking in terms of ratio!

If you want to discover all the new formats, download our guide on Flexible Size Ads.

Guide Flexible Size Ads

Photo ©


Franchise Marketing Platform: Stronger Together

This blog post was written with Franchisors’ CEOs and CMOs in mind. It is especially relevant for industries with a high Customer Lifetime Value and, usually, higher cost per acquisition (Industry example: Finance, Legal, Insurance…).

It’s a known fact that a successful Franchise offers more than just a strong brand, product or service. The secret often lies in the standardized business processes that help Franchisees deliver a consistent brand promise and user experience.

This is also true regarding the Franchise marketing efforts. Before the Internet came along, the Franchisor would focus on creating awareness through mass media, while Franchisees could promote their business locally, mostly using marketing collateral prepared by the head office. If territories were carefully delineated, the risk of having Franchisees compete against each other was unlikely.

In today’s connected era, marketing practices have evolved. Any Franchisee can launch their own website, run paid search campaigns (on Google Adwords or Bing) and claim their business location on a multitude of directories, including Google My Business. Without technology, guidelines and procedures provided by the Franchisor, the digital marketing landscape of a Brand can become a nightmare, with overlapping efforts rendering investments highly inefficient.

Franchise Marketing Chaos 101

To illustrate the all-too-common scenario facing franchise marketing, we’ll take the example of a fictitious company called “Great Insurance”. In an ideal, and pre-internet era, a potential client might simply call the head office to get a quote or simply walk into a nearby insurance broker’s office.

Thanks to the Internet, today’s customer will usually search online for “Car Insurance” or even directly the company’s brand name, in this instance: “Great Insurance”.

In theory, all the paid search results should be for competing brands, trying to outbid each other to win the click to their site.

The chaos appears when many results are from companies selling the same service. Instead of paying pennies for each click and being able to afford to appear for all potential customer’s search queries, internal competition sets in, and only a fraction of the potential clients are reached, or in another scenario, these customers are reached but for a much higher cost per click.

Here is what the marketing budget could look like if Franchisor and Franchisees all bid for the company’s Brand Name:

Scenario 1: Competing against each other

In the next scenario, we can see what happens if, using the same budget, only the head office bids on the Brand Name. Typically, this would direct visitors to a site with the Brand Name in the URL (, and guarantee a much lower CPC.

Scenario 2: Only the Head Office bids on the Brand name

The above scenario is clearly more interesting than the one where there is internal competition. We see that the same overall budget has a much greater impact. But is this scenario ideal ?

What happens if we could offer the Franchisees the possibility to bid on the Brand name at the same price as the Head Office ?

This can be achieved if:

  • Clicks are directed to a page specific for each Franchisee, ensuring that their marketing dollars are working for them. Example:
  • Budgets are managed through a centralized marketing platform, giving each franchisee a turn to bid on the Brand name.
  • All results are made available to the Franchise owners; transparency is the key to encourage them to pool their budgets together.

The above example illustrates clearly that a Franchise is stronger when all parties work together. This is real for “Brand” Keywords as well as “Broad” or “Long Tail” Keywords. In our above example, we would have:

  • Car insurance
  • Home insurance
  • Truck insurance New-York city

The solution: A unified digital marketing platform

The only way to be able to centralize the digital marketing efforts of all the Franchisees is to offer a simple yet powerful solution that keeps Franchisees up to date on how their budget is working for THEM.

Key features are:

  • Unified Web Based Dashboard: With different access at the Franchisor, Branch (Regional) and Franchisee level.
  • Ongoing learning center: To leverage and communicate the best practices.
  • Streamlined business process that fits with the company’s current reality and terminology.
  • Support: Through an integrated FAQ section, Support forum and 1-to-1 communication platform.

Results: At the end of the day, it’s all about the result, getting more for your money (clicks, leads or sales) and demonstrating better performance relative to the competition.

An extra bonus of a complete centralized Franchise Marketing Platform is the possibility to manage Local Listings like “Google My Business”:

  • This allows measurement of key performance indicators: Click-to-call, Directions to store, Reviews…
  • Allow management and quality assurance of key information:
    -> Store pictures
    -> Store hours
    -> Usage management (who can reply to reviews, who can manage pictures and store hours)
  • Strong bulk management features:
    -> Add locations.
    -> Edit specific info (store hours, holiday hours, pictures).
    -> Undo changes in case of a mistake.

In Summary

Franchisors, by definition, have a responsibility to leverage the best solutions and procedures to ensure their Franchisees are the most profitable.
In today’s connected world, technology must be at the heart of these procedures, especially to organize digital marketing efforts.
By offering a centralized Franchise Marketing Platform, Franchisors:

  • Increase competitive power, by reducing internal competition to benefit all stakeholders.
  • Reduce operating cost due to streamlined procedures.
  • Position their Brand as innovators
  • Increase their operational budget, the more Franchisees agree to pool their budgets and efforts through a centralized solution managed by the Head Office.

Are you interested in learning how a Franchise Marketing Platform can help your company be more efficient and competitive ? Drop us a line, we would love to help!

Image ©restaurantremodeloc

tv-ad syncing dialekta

TV Ad-syncing technology

Nowadays, who is not tempted to use his phone or tablet while watching TV? Whether it’s for texting, tweeting, browsing Facebook or Instagram, or finding an answer on the web, the temptation is strong. A study carried by Consumer Technology Association (CTA), 2015 Video Consumption Trends, reveals that 88% of individuals between the age of 18 and 34 (in the US) use a second screen when watching TV.
This is what we call “screen-stacking”, or more commonly “second-screen”.

These moments are all the more significant during ad breaks. While advertisers invest more and more $ in TV ads, catching and keeping the attention of viewers is now a real challenge for brands. The ideal solution would be to take advantage of the devices used during those moments to recapture their attention by developing strategies incorporating multi-screening.

What if TV Ad-Syncing was the solution?


Ad-syncing is the synchronization of ads broadcasted on digital devices with the ones broadcasted on TV or on the radio in real time.
This technology allows to meet your audience distracted by their mobile devices, but also to capitalize on this audience, inspired by what they are seeing on TV and looking for more information. It means taking advantage of the digital technology to meet or re-engage – with programmatic solutions – these new audiences.


Let’s say someone is watching a cooking show on TV, and during the break, an ad for St-Hubert appears. Imagine then that within milliseconds of the TV ad appearing, the same or a similar ad is broadcasted to any one of the digital devices the viewer may be using at the same time. This is ad-syncing.

The first option to synchronize its digital ads with TV is – quite simply – to adjust its media plan to the moments where are broadcasted TV ads (by using ad-scheduling). Unfortunately, this technique requires a lot of time and meticulousness, not only in the setting up but also in the operationalization. Furthermore, a lot of TV spots are not reserved for a specific hour and this makes any synchronization impossible.

Fortunately, several companies have developed ACR (automated content recognition), which are able to detect and identify a TV ad exactly when it is broadcasted. Some platforms – MediaSigma – even allows pushing this information in real time towards web ad platforms in order to synchronize digital and TV ads.


1. Reinforce/Intensify the message

Ad-Syncing second screen study

Pushing the same message on several screens at the same time can only reinforce its impact and prompt a particular resonance for the consumer. And having already an Internet access in their hand, they are only one click away from reaching the brand’s website.

A study carried by wywy and TNS Infratest shows the impact of TV ad-syncing on KPIs (such as word of mouth, buying intentions or even the interest towards the brand). The results are more than promising (see the image opposite).

2. Be present when needed

Ad-Syncing tv commercial study

Have you ever searched for a product or service after seeing an ad on TV? If the answer is no, you’re one of the few exceptions of this world.

Indeed, the Television Bureau of Canada, with its TV/Internet Synergy Survey produced in 2014, informs us that more than 72.5% of people search for a product or service after seeing the commercial on TV.

This is a great opportunity for brands to be present during those key micro-moments. This is what TV ad-syncing is all about!

3. Capitalize on the competition’s investments

On the contrary, it is also possible for brands that don’t have the necessary budget for a TV campaign to capitalize on their competitors’ investments.

A counter-attack strategy consists then of deploying its own ads on digital platforms when competition broadcasts theirs on TV, or to dominate paid search during the following minutes.

For example, a Saint-Hubert TV ad will probably bring in searches to order some chicken. With TV synchronization, a competitor can deploy its ads on the web at the same time while increasing its bids in terms of corresponding searches and take advantage of the enthusiasm created.

4. Quantifiable results 

Other than the benefits presented above, synchronization in real time allows web advertisers to easily measure and analyze the impacts of TV ads on their website metrics – which was no easy task until then. They can now optimize and test their different TV spots and improve their ROI.

In this perspective, MediaSynced published the results for three clients (TUI, Renault and Sony), which are very promising. They noticed an increase in quality visits, resulting in a better engagement rate. For Renault, they noticed a 113% increase of their CTA. For TUI, they noticed a 37% decrease in their cost per opportunity, a 54% decrease of their conversion cost, and a 47% increase in new visits.

Get the latest media and performance marketing trends and valuable insights from our experts delivered to your inbox.