Saputo strikes partnership with Breakfast Clubs of Canada

I recently read the following article written by Danny Kucharsky of Marketing Magazine:

"Saputo strikes partnership with Breakfast Clubs of Canada"

I love this Partnership. Why?

As reported by Kucharsky, "Saputo recently filed a not guilty plea to 30 charges by Quebec's Consumer Protection Office alleging that the company marketed it's new new Igor gorilla muffins to children in violation of Quebec's Consumer Protection Act, which forbids ads directed toward children under 13. Saputo's Vachon division faces fines of up to $60,000."

I'm all for following the rules, but if you can find a loophole in the restrictions and leverage a strategic partnership to get to your targeted audience as a show of support for wanting to ensure that Canadian children are eating better, then why not? Well done, Saputo!

Let's wait and see what Quebec's Consumer Protection Act will have to say about this.....