Montreal, Quebec, Sunday May 10th 2026 – Following the announcement of the end of Lucie, its viral social media character, Les Restaurants Lafleur is officially launching Les Auditions Lafleur, a live social media casting show that will invite Quebecers to help find the next face of the brand.
The launch was announced on Lafleur’s social media platforms through a video featuring Francine Poirier herself, the actress who played Lucie for the past four years. In the video, Poirier speaks directly to the audience, marking the end of her chapter as Lucie and inviting Quebecers to step into the spotlight. After years of watching Lucie bring Lafleur’s social media to life, it is now their turn.
Over the past four years, Lucie became one of the most recognizable brand characters on Quebec social media, helping Lafleur build a strong following and generate millions of views across TikTok, Instagram, Facebook, and other platforms. Her departure now opens the door to a new chapter for the brand.
With Les Auditions Lafleur, Lafleur is not simply launching a casting call. It is turning the search itself into a show.
Selected candidates will be invited to audition in person in Montreal in front of a jury composed of Francine Poirier, Alexandra Tsotsis, Marketing and Communications Director at Lafleur, and Andrew Johnson, Founder and President of Dreww, the agency behind Lafleur’s social media strategy. The auditions will be broadcast live on Lafleur’s social media channels, then clipped and shared across platforms so the public can follow the process, react to the candidates, and share their opinions on who should become the next face of the brand.
Audience reaction will play an important role in the process. Lafleur and Dreww will be paying close attention to the public’s response, including comments, engagement, support, and the overall hype generated around each candidate. While the final decision will remain with Lafleur and Dreww, the more excitement a candidate creates with the audience, the stronger their chances become.
“Lucie was never just a character. She became part of the conversation with Quebecers online,” says Alexandra Tsotsis, Marketing and Communications Director at Lafleur. “With Les Auditions Lafleur, we want to bring the public into the process and let them help us discover who has the humour, presence, and personality to carry the next chapter of Lafleur on social media.”
Instead of recreating Lucie or inventing a new fictional character, Lafleur is looking for a real person with humour, charisma, and a strong on-camera presence. The person selected at the end of the process may become the new face of Lafleur’s social media content, appearing in videos, campaigns, and recurring content produced for the brand.
“For four years, Lucie proved the power of building a brand around a strong recurring personality. But the next chapter should not be a copy of Lucie,” says Andrew Johnson, Founder and President of Dreww. “Les Auditions Lafleur are designed to find someone who can be themselves on camera, connect with Quebecers, and generate real excitement from the audience.”
The casting process begins online. Interested participants are invited to submit their application and upload a short presentation video through the official casting page. Selected candidates will then be invited to participate in the live auditions in Montreal.
Participants must be 18 years old or older and available to attend an in-person audition in Montreal if selected. Since the role will involve appearing in Lafleur content, candidates should be comfortable being filmed, speaking on camera, and eating hot dogs, fries, and other Lafleur products.
Applications are now open at casting.dreww.ca/fr/auditions-lafleur.
About Les Restaurants Lafleur
Since 1951, Les Restaurants Lafleur has offered a variety of quality fast food and is now celebrating its 75th anniversary. The company operates 18 restaurants and employs more than 200 passionate team members. Its menu features Quebec fast food classics, including hot dogs, hamburgers, fries, and poutines of all kinds.
About Dreww
Dreww is a growth marketing agency based in Montreal. Founded by Andrew Johnson, the agency helps B2C and B2B companies turn social media, content, paid media, and CRM into measurable growth. Dreww is known for building bold marketing strategies that help brands earn attention, create demand, and drive revenue.