Liberté celebrates 90 years in business

Liberté is celebrating its 90th anniversary, marking the occasion with a new advertising campaign, Taste, Always. 

Founded in 1936 by the Kaporovsky family on Saint-Urbain Street in Quebec, the company, then named Liberty Cheese Company, first opened “to offer dairy products made from fresh, natural and carefully selected ingredients for the Montreal Jewish community,” states a press release. 

"The Taste, Always campaign reaffirm[s] what has driven us since day one: the pure pleasure of products crafted with care, without compromise," said Simon Brisebois, marketing director for Liberté, in the release.

Liberté’s new campaign focuses on emotion and celebrating life moments. 

“In a market where yogurt is increasingly positioned as a functional food, Liberté offers a bold counterpoint: bringing the conversation back to taste, pleasure and indulgence without compromise,” states the release. 

READ: A look at what’s driving demand in the dairy category

The Liberté campaign will run across digital, social media and traditional television channels.