The mission
Born during the pandemic, Ma cabane à la maison is an initiative we helped bring to life to support Quebec’s sugar shack industry and allow people to enjoy the sugaring season from home during lockdown.
Without dwelling on that period, this project remains one of the most meaningful outcomes to emerge from it: a collective, purpose-driven solution rooted in local tradition.
Since then, the offering has evolved. What began as a response to an exceptional context has become an alternative, or even a complement, to the traditional sugar shack experience. Unlike most brands, however, Ma cabane à la maison disappears entirely for most of the year. No always-on presence. No continuous visibility.
The challenge: rebuild everything each season, within a roughly 10-week window, and turn this ephemeral offer into a highly anticipated annual ritual.
The solution
We approached Ma cabane à la maison as a deeply seasonal brand, similar to Quebec rituals like apple or berry picking.
The strategy is built around one key principle: reactivating demand year after year.
Ahead of the season, we focus on “waking the bear.” After months of inactivity, we reignite interest through an ecosystem combining email marketing, social media and influencer collaborations to quickly rebuild awareness and desire.
Once the season launches, everything accelerates. Media campaigns are deployed in a concentrated way, supported by engaging content and credible voices to maximize reach and conversions.
Every lever is continuously optimized in real time. Year-over-year learnings are then reintegrated to refine the strategy and ensure stronger performance each season.
The result
Despite its long periods of inactivity, Ma cabane à la maison consistently rebuilds strong awareness and demand year after year.
The brand has become a highly anticipated springtime ritual. It benefits from a strong purchase reflex: as soon as sugaring season begins, it’s one of the first options consumers consider.
This performance relies on a precise model: effectively reigniting interest ahead of launch, rapidly scaling visibility, and applying concentrated marketing pressure over a short period.
Continuous optimization ensures that every week of availability is fully leveraged, in a context where each day directly impacts results.
Over time, the strategy has transformed a constraint, its ephemeral nature, into a performance driver, strengthening both sales and the brand’s position in its market.
"This is a unique mandate because we’re not just selling a product, we’re recreating an experience. The smell of traditional dishes, the warmth, the shared moment… but at home. We’re not competing with the traditional sugar shack experience; in fact, we complement it, offering another way to enjoy a deeply rooted local ritual. And all of this has to come to life within a very short window, with variables we can’t control, like the weather, which impacts both production and people’s desire to go out. It requires a lot of agility: capturing the right moment, adjusting quickly, and making the experience just as irresistible at home."
Ève-Line Leduc
Vice President
The mandate is built around a full orchestration of marketing levers within a highly seasonal context. Each year, we plan and deploy an integrated strategy combining email marketing, digital campaigns, social media management and collaborations with content creators.
Particular attention is given to the pre-launch phase to reignite interest after months of inactivity, followed by the active period, where speed of execution and continuous optimization are critical to maximizing conversions within a roughly 10-week window.
All initiatives are driven by data and insights accumulated from previous editions, allowing us to refine messaging, audiences and media investments year after year.
An evolving mandate, where each season becomes an opportunity to sharpen the strategy and improve overall performance.
And between us… it definitely makes you hungry. 😋
