This public relations campaign aimed to celebrate St-Viateur Bagel as an iconic symbol of Montréal and to reinforce its reputation as the city’s best bagel.

The concept invited local Montréal influencers to capture what the city represents to them through the lens of their digital cameras, highlighting moments and places that embody Montréal’s essence. Each influencer received a custom postcard, featuring the brand’s bagel replacing the city’s iconic downtown ring sculpture, symbolizing how deeply St-Viateur is intertwined with Montréal’s identity.

The campaign blended local pride, nostalgia, and authenticity, positioning the bagel not only as a food staple but as a true emblem of Montréal culture.