Launched as a joke by humorist Mathieu Dufour in 2023, the “Quebec day of steame”, every May 6, is taking unexpected proportions. “I know people embark on my business. And there, to see that it becomes so big, I find it really exciting, “said the humorist, who had planned to go and propagate the passion for hot dog between Montreal and Saguenay on Tuesday.
Mathieu Dufour had a very big day at his schedule on May 6, 2025. From 5:30 am, the humorist had made an appointment to 70 winners from a rhythm station to eat “Benedictine hot dogs”. He then had to go from Montreal to two-story bus, in the colors of Lafleur and Hot-Dogs, to go and make stops in Trois-Rivières and Quebec.
The journey was to end at the end of the day, in Jonquière, in a shopping center where 1,500 hot dogs were going to be served in a big party. Mathieu Dufour had invited the approximately 600,000 subscribers to his social networks to follow the bus journey in real time.
Comedian Mathieu Dufour has traveled a journey from Montreal to Saguenay on Tuesday to spread the passion for steam hot dog. Instagram screenshot photo
A day in his image
As you can imagine, such a day does not plan on the corner of a table in a few minutes. Marie-Ève Lapierre, of the FEEDBACK agency, told the Journal Have held the first meetings with Lafleur about this second edition in September. “Intensive work started in January,” she said.
“The Lafleur team told me that she wanted to realize my dreams and do something big,” says Mathieu Dufour. They wanted the day to be in my image. ”
From the first edition of this “Quebec Steamé day”, last year, Lafleur was embarked as an official partner. “We could not not respond to this initiative,” says Stéphanie Couturier, vice-president of communications at Olymel. […] It’s a fit Perfect between this day, our brand and our 100% Quebec company. ”
Stéphanie Couturier, from Olymel. Photo provided by Audrey Mc Mahon
-Expectations have been exceeded
Without wanting to quantify precisely the benefits of the first edition, Mme Couturier said that this initiative had exceeded the company’s expectations last year. “The movement has grown this year.”
For this new day, Olymel had 300 Mathieu Dufour life cards printed that found themselves in grocery stores to the size of the province. “We also had them in our establishments at Olymel for the 8000 employees and it made people talk,” says Stéphanie Couturier. There is a beautiful craze around that. ”
Photo provided by Olymel
On a silver set
For the marketing expert Éric Blais, of the firm Headspace Marketing, the fact that Lafleur is associated with this “Quebec Steamé day” is free media visibility for the company. He recalls in normal times, it would have been a company that would have launched an initiative of the genre and which would then have gone in search of a spokesperson.
“There, the opposite happened. It’s him [Mathieu Dufour] Who had the flash and who chose to talk about it on social networks. And you have a key player in the world of sausage [Lafleur] Who was served this on a silver tray by a known guy who has a range and visibility. ”
Éric Blais, from the HEADSPACE Marketing firm. Photo provided by Headspace Marketing
When The newspaper contacted it, Mathieu Dufour was in the direction of Trois-Rivières. He expected to eat about eight hot dogs in his day, like last year. By the way, how does he take it, his steame? “Ketchup, mustard, mayonnaise, raw onions, tomato,” replies the humorist.
