New campaign for Whippet “So good, it’s criminal.”

April 26, 2021

After capturing the hearts of Quebecers for over 94 years, Whippet reinvents itself and launches a new cookie made with milk chocolate.

Montreal, Canada - Dare Foods, called on creative agency dentsumcgarrybowen to launch the new Whippet Milk Chocolate Caramel Cookie. The advertising campaign, entitled “So Good, It's Criminal.” which aims to promote and publicize the new milk chocolate flavour, plays on the richness of the cookie and highlights its gourmet ingredients with humour. This novelty campaign also marks the acquisition of a new client for dentsumcgarrybowen.

At the heart of Quebec families

Whippet, Quebec's best-selling marshmallow cookie brand, has been a favourite of Quebec families for over 94 years and is at the core of childhood memories for generations of Quebecers. Made with irresistibly creamy and smooth real milk chocolate, combined with a rich caramel center in a soft marshmallow and a promise of the finest ingredients (no artificial colours or flavours, 0g of trans fats and no peanuts), Quebecers will have fun reliving their childhood and making new memories with a new Whippet in hand!

A new client for dentsumcgarrybowen

By calling upon dentsumcgarrybowen, Dare Foods not only becomes a new client for the agency but also returns to Quebec by associating itself with a local company. "We are thrilled with this new collaboration. Working on a project featuring Whippet is like returning to childhood" said Dimitra Georgakis, Managing Director of dentsumcgarrybowen in Montreal.

"Calling on a Quebec agency for the launch of our new Whippet variety was a natural and fitting choice for us. We are happy and satisfied with the work done by the team at dentsumcgarrybowen. They were able to emphasize the indulgence of our new Whippet Milk Chocolate Caramel Cookie " said Scott Chapman, Brand Manager, Cookies.

The campaign

Whippet returns to our screens more indulgent than ever. Broadcast on social networks and on television, the video campaign highlights the love affair between Whippet and Quebec.

The creative team at dentsumcgarrybowen imagined a scene where Whippet is the criminal in a police interrogation. Because of its attractive features, the detective suspects that it must be hiding something. The interrogation ends when the detective's colleague catches her succumbing to the rich, creamy and irresistible milk chocolate. "So good, it's criminal. "

Client: Dare Foods

Client Service: Dimitra Georgakis, Jean-François Lalande, Cloé Boulianne

Creative Agency: dentsumcgarrybowen

Creative Directors: Julien Thiry, Michael Aronson

Creative Team: Amy Maloney, Isabelle Giguère, Patrice Daigneault

About dentsumcgarrybowen

dentsumcgarrybowen is a global creative agency that delivers brand transformation at the scale of the idea. This new entity brings together Dentsu and mcgarrybowen to form a world-class creative powerhouse that now spans 33 locations in 24 markets. Thinking like a big platform, it meets the needs of consumers by bringing big ideas to life across a range of regions, cultures and channels. dentsumcgarrybowen is proud to work with the world's most iconic companies, including Ajinomoto, American Express, Asahi Breweries, Canon, Disney, Hershey, Kao, Marriott, Shiseido, Subway, The Coca-Cola Company, Toyota and United Airlines.

About Dare Foods Ltd.

Dare Foods has a rich history as a privately-owned, Canadian family business. With eight manufacturing plants, over 1,300 employees and after more than 130 years in operation, Dare Foods has become part of the fabric of Canada. Dare Foods remains dedicated to producing innovative, high-quality food. Manufactured in Canada and the U.S., its range of cookies, crackers, fine breads and candy is available throughout North America and in more than 50 other countries around the world. Learn more at:

Media Requests:

Pascale Marquis

EGS Group

T: 514-707-1647


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