Valentine chose the guiltiest pleasure... Quebec’s traditional dish “poutine,” which contains 1,100 calories of fries, cheese curds and gravy, more than 50% of the recommended daily calorie intake, the equivalent of two big hamburgers!

Using the iPhone’s built-in accelerometer, Valentine deployed a pedometer app that challenged customers to earn a free poutine by burning the equivalent number of calories contained in one. The number of steps needed varied according to the user’s age and gender.

The 'Walk off your poutine' initiative included a microsite, promotional videos, social media, web and mobile advertising, PR and ambient media.

'Walk off your poutine' quickly found its way the Quebec market. It made the brand attractive to the right consumers, who were strongly engaged by the experience and generated quality business, well beyond Valentine's investment.

- #1 app in Canada in its category in less than a week, ahead of giants Starbucks, 7-Eleven and Urbanspoon

- Press coverage in top-tier Quebec media as well as social media brand equity for a value of over 150,000

- 50,000+ downloads

- 5,000+ transactions

- 300 million+ steps

- 10 million+ calories burnt