UM and Boston Pizza tapped into Canadian hockey superstition over the playoff season with “The Hockey Gods,” a comedic campaign aimed at ending the country’s long Cup drought through a little divine intervention. A 30-second hero spot opens on an ordinary street before transforming into surreal chaos, thunder like goal horns, red-lit skies, and hockey
Category: Campaign
UM and Reese’s Canada are blending confectionery and sneaker culture through a consumer giveaway created in collaboration with Canadian artist Inked Out Kicks to celebrate two new Reese’s Big Cup flavours. The campaign included a contest that awarded 10 winners custom-designed sneakers inspired by the limited-time strawberry and marshmallow SKUs. The launch was supported by
UM and Factor Canada are shifting performance marketing away from highlight-reel moments and toward the routines that make them possible. In a new year-long partnership with Toronto Blue Jays infielder Ernie Clement, the ready-to-eat meal brand anchors its story in the demands of a 162-game MLB season. A 30-second spot highlights Clement’s disciplined approach to
UM and Twizzlers tapped into the viral “dirty soda” craze with Twizzlers Straws, a playful new format designed to bring customized, café-style soda hacks into everyday homes. Inspired by TikTok’s endlessly remixable drinks that blend carbonated soda with coffee creamer and flavoured syrups, the launch positions Twizzlers as both ingredient and straw-like stirrer for indulgent
UM and Boston Pizza are taking aim at the chaos of fast-food lunches with their latest Hungry for BP campaign; Fast lunch doesn’t have to mean fast food. The creative leans into everyday “crime scenes” of rushed meals—sauce-stained ties, salt-dusted steering wheels, and desk clutter—positioning BP as the ultimate midday sanctuary for Canadians seeking real food on a
UM and Liberté celebrated the brand’s 90th anniversary with a multi-platform campaign, Taste, Always. The integrated rollout combines traditional prime-time TV with connected TV placements on Ici Tou.TV, TVA+, Netflix, Prime Video and Fire TV, complemented by social amplification on Meta, TikTok and Pinterest. For the first time, UM Canada is leveraging pause ads in
UM and FreshCo are bringing the brand’s “That’s Fresh” platform to life with a fully integrated, multi-channel campaign. FreshCo’s iconic dancing duo takes centre stage in stores, highlighting lowest-price guarantees and Compliments offerings, while targeted multicultural adaptations focus on Hinglish, Mandarin and Cantonese audiences. The media strategy spans cinema, CTV, DOOH, Meta, TikTok, YouTube/OLV and
UM and FanDuel team up to highlight one of the Super Bowl’s most unpredictable moments, the coin toss, through the brand’s “Flip of Destiny” pop-up at Toronto’s Union Station. Visitors were able to step under the arches of the pop-up to make their heads-or-tails selection. All part of FanDuel’s “Fanuary,” a month-long Super Bowl initiative
UM and Twizzlers are extending the brand’s presence beyond its traditional summer push, capitalizing on football season and the lead-up to the Super Bowl with a full-funnel, omni-channel strategy designed to win game-day snack tables nationwide. The Hershey Canada brand campaign activated across retail and digital touchpoints with a “keeping the fun going” message, positioning
UM and McCain Foods are rallying Canadians behind Team Canada with a national campaign that positions fries as a symbol of unity ahead of the Milano-Cortina 2026 Winter Olympics. The campaign launches a four-year partnership with the Canadian Olympic Committee, naming McCain the official French fry partner through the Los Angeles 2028 Games. Anchored in