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Bières P'tite Maudite


Case study

A customized media success:

How Agence FDM propelled the new Unibroue story


Mandated by Unibroue for the launch of its most recent brewing creation called P'tite Maudite , Agence FDM carried out a press relations and influencer marketing campaign aimed at featuring two emblematic Quebec recipes developed with this novelty: a poutine and a beer tourtière!


The objective of this offensive was to generate visibility and increase brand awareness. The campaign was a resounding success, generating more than 20% of annual impressions for Unibroue, with more than 75 mentions of the new product in traditional media and on social networks.

Press mailing to bring the experience to life at home

Agence FDM coordinated the sending of a creative package to around thirty Quebec content creators from the foodie and/or brewing world.


The targeted content creators were invited to share their opinion and their experience of creating a famous poutine signed Unibroue (and devilishly good) on their social platforms while tasting Unibroue's star product: P'tite Maudite.


Accompanied by cheese curds (courtesy of Fromagerie Victoria), this press mailing truly made mouths water and encouraged more than one to try the new product, with a record conversion rate!


  • Organic reach : 9.1M (5.2M from traditional media and 3.8M from social media)

  • Conversion rate : 82%

  • General positivity rate: 100%

  • Number of mentions : more than 75

  • 34 creative PR packages sent

Tourtière de Laurent Dagenais à la bière

Laurent Dagenais’ tourtière
who made the buzz

In order to continue the momentum of notoriety around the new beer, a partnership was concluded in collaboration with the visionary chef Laurent Dagenais for the creation of an iconic tourtière recipe with P'tite Maudite.


This recipe for a beer pie (or rather a meat pie, the 635 comments under dear Laurent's publications will debate this subject endlessly) has aroused incredible enthusiasm.


The renowned chef has imagined a unique taste experience around the new La P'tite Maudite through his REEL and TikTok publications.


This perfect pairing between festive Quebec beer and comforting traditions has propelled Unibroue to a meteoric rise in visits to its website.


  • More than 720 visits to the Unibroue website in just 24 hours

  • A total of 2,008 visits to the Unibroue website generated by this partnership

  • Interactions and considerable engagement on Laurent Dagenais’ two social publications:





    • 3,679 saves

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