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Pop-up lounge and food trucks; the perfect match in LCBO of Toronto Alsace and Wines of France celebrate in style A new experiential campaign by Sopexa Canada

Toronto, August 1st, 2013 – Sopexa chose Newad’s experiential team to strengthen the positioning of Alsace and French wines in the Toronto area. This summer’s activation was developed to reach the targeted audience of Young and Affluent directly at the point of sale, in LCBO stores. Until August 11th, a branded outdoor pop-up lounge will visit different points of service to present a range of eight products, where three of which will be available for tasting.

During these activations, specially trained brand ambassadors will inform customers about the grapes, the regions and the characteristics of these French wines, emphasizing on their attractive, modern and accessible aspects. Food trucks will unite with the pop-up lounge, offering free samples and the option to purchase full meals for the ultimate street food and wine pairing experience. Numerous recognized players of Toronto’s mobile gastronomy will be present including Fidel Gastro, Caplanskys Deli and URBAN BBQ, a dream come true for any foodie worthy of that name. A different food truck will be appointed to each activation, therefore reinforcing the message that Alsace wines and Wines of France are the perfect complement to any good meal.

"Sopexa Canada always looks for the best ways to integrate their brands to an environment consistent with the consumer’s lifestyle. The pairing of wines from France and food trucks at LCBO stores is the ideal combination to further enhance the perception of a brand that already enjoys a good reputation," states Anand Puran, Director, Experiential Marketing - Central Canada at Newad.

Good wine and alternative gastronomy lovers of Toronto can attend the upcoming activations at LCBO store Yonge & Summerhill (10 Scrivener Square), August 1st, LCBO store Highway 401 & Weston (2625D Weston Road) from August 8th to 11th.

About Newad

Newad reaches the highest concentration of the Young & Affluent in Canada by guiding millions of consumers to four targeted platforms: Indoor, with 27,650 digital and classic boards in over 3,125 establishments and 50 million impressions delivered each week; Experiential Marketing, with the production of 300 promotional events per year; Publishing & Content, with the production of branded content (photos & videos, mobile applications, contests, social media management, white label content) and numerous Web properties (,, NIGHTLIFE.CA,,, and with over 3.7 million page views each month; and Web, including the Newad OnLine advertising network delivering, each month, 563 million pages views and 35.8 million visits. Recipient of many prizes rewarding its creativity and innovation, Newad’s 350 employees set the trends in its Montreal, Toronto, Vancouver, Edmonton, Calgary and Moncton offices.


Marie-Christine Fournier
Director, Marketing & Communications
1 866 899-6685