UM and Royale collaborated to bring the brand’s bold new creative platform, “There for All,” to Canadian consumers. With over 60 years of heritage, Royale launched this unifying vision to showcase its commitment to people, communities, and the environment.
UM led the media strategy and buy for the launch, ensuring maximum reach and impact across key channels. The centerpiece—a hero film featuring white kittens crossing Canada—became a powerful symbol of the brand’s comfort and softness, while celebrating the social fabric connecting Canadian families.
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