The mission
In the 1990s, Félix & Norton’s iconic cookie bouquets were winning hearts and turning heads across Greater Montreal. Since then, the brand has expanded its reach, landing on the shelves of major grocery chains like Loblaws, Metro, Provigo, IGA, and Longos — and even making its way to Dubai and Qatar. But beyond the grocery aisle, a deeper craving resurfaced: the desire to be back on the street, where it all began.
After opening its first new shop in 2023 in Dollard-des-Ormeaux, the brand was ready to launch two more just in time for the holiday season — one on Peel Street in downtown Montreal, the other at Faubourg Boisbriand on the North Shore. This physical expansion came with a double challenge: building local awareness for these new locations, while reigniting love for a cult brand among a younger crowd — Gen Z and Millennials who, for the most part, missed the original cookie wave.
And to do that, it would take more than a good cookie. It would take a story.
The solution
It all started with a powerful insight: 57% of consumers say comfort food helps them cope with stress and anxiety. And what’s more comforting than a warm, gooey cookie fresh out of the oven?
Building on this truth, we developed a creative and content strategy supported by a targeted media plan in collaboration with our partner, Espace M, to generate strong momentum around the store openings and rekindle brand love.A playful, mouth-watering visual identity was rolled out across key channels — out-of-home, digital, and audio — with hyper-local targeting around the new locations.
In-store activations, behind-the-scenes videos, and influencer partnerships helped enrich the experience. Online, geotargeted placements (display, social, and audio) expanded our reach across Greater Montreal, while building a loyal community around a brand that’s as comforting and current as it is irresistibly indulgent.
The result
The gamble paid off. From day one, the two new boutiques welcomed curious crowds drawn in by the promise of simple, unapologetic indulgence. On social media, the content hit home, sparking engagement from first-time discoverers and nostalgic fans alike.
The launch contest and free samples helped boost reach, and the email collection laid the groundwork for a longer-term relationship with devoted cookie lovers.
"To breathe new life into Félix & Norton and introduce it to a new generation, we needed a campaign that blended nostalgia with modern flair. We shaped a rich and coherent world—one that reignited the spark in longtime fans while sparking curiosity in the younger crowd. This brand had its moment back in the day, and helping it shine again was such a joy… not to mention the very serious taste testing involved."
Ève-Line Leduc, Partner, Vice President
Lead Strategist on the project
"Working with Prospek is a real pleasure. From day one, they understood the essence of our brand—both its roots and its ambitions. The collaboration for this campaign felt effortless, and their recommendations were always on point. We felt supported at every step, backed by thoughtful strategies that were truly tailored to our reality. It wasn’t just a collaboration—it felt like they were part of our team."
Simon Paquin, Director of Operations
Holiday Radio Spot
* Source: FMI - Rapport de recherche sur le réconfort alimentaire
** Source: Desert trends report, Hershey Food Service Insights
