Mother-of-the-Family as Brand Anchor

“René remains unshakable. Out of sheer exhaustion, they eventually discreetly advise him of two or three agencies. Not long after, a new “star” appears on the small screen: the St-Hubert rooster! Faced with René’s persistence, the broadcaster finally gave in, thus creating a precedent. And what a precedent! His client’s advertising campaign literally bursts onto the screen. “My God! Twelve at the table!” exclaims Juliette Béliveau, who quickly calls St-Hubert Bar-B-Q for help. This good Quebec mother who worries about feeding her brood well instantly becomes a legend. The image hits home. And for good reason. The Légers target the mother of the family, the one who holds the purse strings… and would love to untie those of her apron from time to time. St-Hubert chicken asserts itself not only as the ally of the overwhelmed housewife, but also as the symbol of conviviality, a very strong value in French-Canadian society.”

“Moreover, it is the economic emancipation of the “second sex” during this decade that brought prosperity to family dining in North America. Several studies demonstrate it: their increasing participation in the labor market raises family income and, consequently, expands the clientele of restaurants. If both partners work outside the home, the time allotted to preparing meals at home decreases; yet it is still necessary to eat somewhere. And since there is more money in the purse, going out to enjoy good roast chicken—hot and ready—is no longer a luxury but a pleasure that the population seems far from tiring of.”