Andrew Johnson
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 auditions were announced on Sunday, May 10 at 5 p.m. on Lafleur’s social media platforms, through a video featuring Francine Poirier, the actress who played Lucie for the past four years. The video was published on Facebook, Instagram, TikTok, and YouTube. In it, Francine speaks directly to the public to mark the end of her chapter with Lucie and invite Quebecers to take over.
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, the actress who played Lucie for the past four years, Alexandra Tsotsis, Marketing and Communications Director at Lafleur, and Andrew Johnson, Founder and President of Dreww, the agency behind Lafleur’s content 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 resonated with people because she was funny, endearing, and deeply Quebecois. For the next chapter, we want to find someone who can create that same kind of connection, but in their own way. Les Auditions Lafleur allow us to open up the process to the public and see, live, who can truly generate excitement,” says Alexandra Tsotsis, Marketing and Communications Director at Lafleur.
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.
“Lucie proved that a brand can become much more interesting when it stops speaking like a brand and starts behaving like a real person. With Les Auditions Lafleur, we are pushing that idea even further. We do not want to invent a new character around a brainstorm table. We want to let the public help us find a real personality who can build a strong connection with Quebecers,” says Andrew Johnson, Founder and President of Dreww.
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.