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Yellow Pages’ new survey reveals Canadians’ behaviour when it comes to choosing a restaurant

In the spirit of its new national advertising campaign, the Company challenges the heart, the brain and the stomach in the decision making process

Toronto, ON – June 28, 2016 – According to a recent survey[1] that ran across Canada by Yellow Pages (TSX: Y), a leading digital media and marketing solutions company, and the independent research firm BIP, 47% of Canadians go with what their stomach is asking for when it comes to choosing what or where to eat, as compared to their brain (26%) or their heart (19%). Contrary to that, when Canadians are asked about what best describes how they choose a restaurant, more than half of them (52%) say that they simply go to their favourite restaurant, which is a decision coming from the heart. This demonstrates that our emotions, minds and bodies are often at odds when a decision needs to be made about what and where to eat.

Based on this idea, Yellow Pages has launched a creative, new advertising campaign for YP Dine, its free mobile application dedicated to the restaurant and dining sector. To present the YP Dine app, the campaign gives the spotlight to three animated characters, the heart, the brain and the stomach, that can’t seem to make dining decisions due to their different personalities, but all agree that YP Dine is the smart and easy solution to the famous question “What do I want to eat today?”.


“YP Dine helps Canadians discover, find, interact and transact with small businesses,” said Paul Brousseau, Vice-President, Brand Communications at Yellow Pages. “YP Dine is designed to house all our dining needs in one easy-to-use app, while delivering a fun and useful experience with top-of-the-line functionalities.”

The survey also revealed that reviews are highly taken into consideration in the decision making process when booking a table or ordering-in from a restaurant. In fact, 41% of Canadians consider recommendations from friends, family or colleagues as a key element in their decision, while 27% focus on restaurants with good reviews.

Available on iOS and Android, the YP Dine app can help even the most indecisive people choose where and what to eat. Users can access curated lists, read restaurant and food reviews, book a table or order-in directly from the app.

The digital advertising campaign will feature digital banners, social media promotion, cinema pre-show, a LaPresse+ take-over and video ads, and will run until December in Montreal, Toronto, Vancouver, Calgary, Edmonton and Quebec City. New videos, GIFs and banners will be featured throughout the campaign’s roll-out.

View the official 45-second video:

A 15-second video with the brain is also available here.

Download the YP Dine app on the App Store or Google Play.

The campaign was developed and executed in collaboration with Leo Burnett and Jungle Media.

[1] Survey results were obtained for Yellow Pages through BIP with 1,084 interviews conducted among Canadian adults (June 1-June 6, 2016). 

About Yellow Pages

Yellow Pages (TSX: Y) is a Canadian digital media and marketing solutions company that supports local economies by helping neighbourhood businesses reach new customers and foster stronger relationships with existing clients through its various media and products. Yellow Pages holds some of Canada’s leading local online properties including™,™,,,, dine.TO,,, and YP NextHome. The Company also holds the YP, YP Shopwise, YP Dine, RedFlagDeals, Canada411, 411, Bookenda, DuProprio, ComFree, and YP NextHome mobile applications and Yellow Pages™ print directories. In addition, Yellow Pages is a leader in national advertising through its various channels and services devoted to North American businesses. The Company also owns JUICE Mobile, a mobile advertising technology company whose proprietary programmatic platforms facilitate the automatic buying and selling of mobile advertising between brands and publishers. For more information visit


Alexandre Boyer
Tel: 514 934-2454



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