The 75th Edition Zoo Meal, released by St-Hubert Group as part of its anniversary celebrations. CNW
As part of its 75th anniversary celebrations, St-Hubert has brought back a well-loved classic with a fresh twist. The company officially launched the 75th Edition Zoo Meal, a special menu item that fans themselves helped choose last spring.
The idea came from a playful campaign called the Poulectorale, which invited people across Quebec to vote for their favourite concept. Three creative ideas entered the race, but only one earned enough support to reach restaurant menus. The winning choice reimagined the Zoo Meal for adults, and it quickly stood out as the public’s top pick.
How the Winning Idea Took Shape
The Poulectorale campaign used humour to spark interest. Voters chose between unusual and fun proposals. One idea suggested turning the famous BBQ sauce into a drink. Another offered a mix of creamy and classic coleslaw. The third option, inspired by zoo animals, proposed an adult version of the Zoo Meal. That idea won by a clear margin.
The result now appears in dining rooms for a limited time, starting January 6. Guests can enjoy the familiar little car, redesigned for grown-ups, along with a new gourmet trailer. The updated meal includes extra fries and chicken nuggets, making it heartier while keeping its playful charm.
A Message from the Company
“For 75 years, St-Hubert has evolved to meet Quebecers' tastes, reinventing itself without ever losing its essence. To mark this anniversary, we chose to innovate by putting our customers at the heart of creation, inviting them to imagine the next step with us. The result: a 75th Edition Zoo Meal we're deeply proud of--one that reflects our desire to surprise our guests and continue creating moments that bring people together, generation after generation,” says Julie Dionne, Senior Vice President, Restaurants.
Her words reflect the brand’s long history of balancing tradition with change while staying close to its customers.
A Bold Promotion Push
To support the launch, St-Hubert has rolled out a new television commercial created with the agency LG2. The ad takes inspiration from car commercials, using dramatic lighting and close-up shots of the trailer. The voiceover comes from Dan Bigras, whose deep narration adds a serious tone to the playful concept.
The campaign ends with a clear and confident line: “Built for Heavy-Duty Hunger.”
St-Hubert also plans to bring the Zoo Meal to the 2026 Montreal Auto Show. As sponsor of the Family Zone, the restaurant chain says it will surprise visitors with a fun and unexpected presence during the event.
Marking a Major Milestone
Founded in 1951, St-Hubert has grown into a symbol of Quebec dining culture. As the company prepares to mark 75 years in 2026, it promises a full year of special activities, partnerships, and celebrations. The goal remains simple: create moments that bring people together while honouring a long and proud history.
