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Unibroue - P'tite Maudite

Unibroue at the sugar shack with Maudite and P’tite Maudite

Case study

FDM Agency was commissioned to showcase two beers from the Unibroue brewery in the context of a season particularly appreciated by Quebecers: sugar shacks! The classic Maudite and its lighter-alcohol alter-ego, P'tite Maudite, were in the spotlight in a battle of the chefs presenting two delicious recipes with these beers, for a successful sugar shack season!

Étienne Nadeau - Unibroue Maudite
Eve-Lyne Auger - Unibroue P'tite Maudite

The vision behind the campaign

Both as a side dish and for cooking, their flavors pair well with maple. The rich, spicy, and warm flavors of Maudite beer call for decadence, while the lightness and sweetness of P'tite Maudite's malty caramel allow for light-hearted feasting. The duality between these two beers translates perfectly into a chefs' battle to create two sugar shack-inspired recipes: one gourmet and the other lighter. Who better than chef Étienne Nadeau and vegetarian culinary creator Eve-Lyne Auger to take on the challenge? Their recipes were then shared on digital platforms and to the media.

Paid collaborations

Both recipes highlight the beer's flavor profile while explaining how the specific aromas of each pair well with maple syrup.

A total of

190.9K views

  etienne.nadeauu  

83.9K views

373 likes

52 shares

39 records

24 comments

Étienne Nadeau - Unibroue recette Maudite
Eve-Lyne Auger Unibroue recette P'tite Maudite

  lafraiche__  

107K views

145 likes

10 shares

17 recordings

13 comments

Reshared on TikTok where 68 people viewed the video after searching for "sugar shack recipe" in the search bar.

Media approach

2,900,888
impressions

5 media mentions

(7 Jours, Passionmtl.com, Zeste.ca, Bouclemagazine.com) 

Unibroue - Recette à l'érable

What the customer thought about it

"I am extremely proud of this collaborative project implemented with fdm, my business partners for the past 6 years. Thanks to a creative concept rooted in our traditions, we were able to showcase the Unibroue brand with exceptional visibility, bringing together two talented chefs around a gourmet challenge celebrating maple syrup season and local purchasing.

 

It's sometimes a challenge to modernize a pioneering brand. For us, this is a concrete example that it's possible to bring a new, quality angle while remaining true to our roots."

Lisiane Jobidon

Unibroue Brand Director

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