UM, Becel and the world-renowned chef Gordan Ramsey came together to showcase Becel Plant Butter. Ramsey is imploring home chefs to “skip the cow” in favour of the new plant-based alternative for their favourite recipes. The partnership with Ramsey, a chef known for his passion for high quality ingredients demonstrates Becel’s commitment to innovative products
Category: Campaign
UM and Blue Buffalo took centre ice in Stanley Pup, a 90-minute televised special featuring adoptable rescue dogs representing all 32 NHL teams. UM’s Canadian and U.S. teams led the North American media integration, supporting Blue Buffalo’s presence throughout the show. The show aired on June 6th on Sportsnet and blended the excitement of hockey
UM and Sobeys teamed up to launch the “So Canadian Picnic” contest, building on the momentum of Sobeys’ ongoing “So Canadian” brand campaign. The contest offered entrants a chance to win a Canada Day picnic for 25 people, complete with a limited-edition oversized picnic blanket shaped like Canada and treats from featured Canadian suppliers. The
UM Canada successfully secured a new multiyear partnership between Kenvue and the NHL Players’ Association, expanding Tylenol’s hockey marketing footprint in Canada. Building on its existing NHL deal, the NHLPA agreement allows Tylenol to feature players in creative for its “Pain Relief MVP” campaign. Initial ads will highlight MVPs Leon Draisaitl and Nathan MacKinnon across in-store, digital,
UM and Boston Pizza are back on the ice with “Manifest the Win,” a bold new playoff campaign encouraging fans to “plan the parade” – the classic, overly optimistic move hockey fans make when their team wins early. Playing off the hopeful energy of Canadian hockey fans, the campaign leans into superstition with a cheeky
Reese’s recently brought its Big Cup with Caramel to life with a delicious nod to local culture. Timed to National Caramel Day, the “Reese’s Cabane à Caramel” activation drew over 1,000 visitors in Montreal with a modern take on the classic Québec tradition of Cabane à Sucre. Guests were treated to the ultimate indulgence: chocolate, peanut butter,
UM and Farm Boy launched the new brand platform, A Farm Boy Fresh Twist, celebrating the brand’s 44-year history while differentiating it from competitors. At the heart of the campaign is a 60-second video featuring Farm Boy superfans expressing their love for the brand, highlighting fresh, local produce, unique selection, and exciting in-store experiences. The platform extends in-store
UM and Empire launched a new campaign highlighting the grocer’s deep ties to Canadian producers, reinforcing its identity as “Canada’s family grocery store since 1907.” The campaign debuted with 30-second spots during the Canada-U.S. 4 Nations Face-Off, airing in English Canada for Sobeys. With rising consumer interest in Canadian-made products, the campaign features digital flyers,
UM, in partnership with MBCS, and General Mills Canada tap into Gen Z’s passion for self-expression with the brand’s latest Reese’s Puffs campaign, “Feed Your Creativity.” The campaign features three emerging artists who reimagine Reese’s Puffs in their unique mediums. Fashion designer Nandni upcycled items to create a streetwear line inspired by the cereal’s iconic
UM and FanDuel have teamed up for the brand’s latest campaign, “Town of Destiny,” which takes viewers on a date with destiny – but this time, Destiny is a quirky town, not a championship game. Its eccentric residents, including unofficial mayor Norma, are all in on FanDuel’s latest “Kick of Destiny,” a free-to-play game tied