Ads. News. Social media posts. More ads. Emails. Notifications. Even more ads. Every day, we’re bombarded with a constant cacophony of information. In...
When tariffs go up, creativity goes on sale. When U.S. tariffs on Canadian goods hit 25%, most brands braced for impact. Bob’s Your Uncle decided to t...
We’re living through the loneliest moment in human history. Record levels of isolation. Record levels of disconnection. And what are people turning to...
Bob’s Your Uncle Frameworks are strategic operating systems designed for food, beverage, and CPG challenger brands. They solve the critical challenge...
Challenger brands don’t become category leaders simply by being louder, scrappier, or more creative than the incumbents. They do it by making a small n...
Economic empathy is a marketing approach where brands acknowledge and respect the financial realities of their consumers without exploiting their hards...
Relevance isn’t just about chasing trends. It is the disciplined practice of maintaining emotional significance in a changing world. To achieve this, ...
Awareness doesn’t build brands. Repeat usage does. A behavioral strategy for CPG launches focuses on designing specific consumer habits rather than ju...
Most brands “tell stories.” Very few tell stories that reshape the category. That takes narrative design—built on tension, cultural truth, and a spine ...
Food is one of the last truly shared cultures left. Not "content." Not "community." Culture. The brands that win don't just advertise into it. They de...
In today's hyper-connected world, cultural backlash is a significant threat to brand stability. Cultural backlash occurs when a brand's messaging, acti...
The Restaurant + Food Creator Operating System Most restaurant influencer programs fail for one reason: They’re one-offs. A free meal. A post. A hop...
Influencer & Creator Strategy for Food, Beverage and Lifestyle Brands Creators are not media placements. They’re trust vehicles. And trust is the mo...
Social Strategy for Food & Beverage Brands Most food brand social fails because it’s treated like “posting.” The winners treat it like a content syst...
Constraints don’t kill creativity. They force it to get sharp. Budgets. Regulations. Naming rules. Category sameness. These aren’t roadblocks—they’re ...
Restaurant Social Menu Architecture & Content Engineering If your menu is the product, your social should act like a menu discovery machine. Most res...
Don’t just show up in culture. Shape it. Loved this insight by Jen Costello, TBWA’s new Global CSO, and her call for brands to stop mimicking culture...
Brand Disconnect: A Lesson from Wendy's and Kellogg's Missteps Recent events have spotlighted a growing issue: brands losing touch with consumer reali...
The Power of Storytelling in Advertising: A Tale of Two Ads In the fast-paced world of digital advertising, where six-second ads and data metrics rei...
When Brands Miss the Mark: A Reflection on Consumer Disconnect We’ve witnessed some startling examples of brands seemingly losing touch with consumer ...
Tariffs Are Coming—So What Are You Going to Do About It? The proposed 25% tariffs on Canadian imports, set to take effect on February 1, are about to ...
Seeking Truth in a World of Manufactured Beliefs In a world increasingly shaped by the ambiguous nature oftruth, where facts are as malleable as clay ...
From $10 Million to Half a Billion: The Art of Masterful Brand Building with Meiky Tollman When I connected with Meiky Tollman, the genius behind tran...
Creativity Trumps Tariffs: 'We Can't Call it Bourbon, But You Can' In the world of international trade agreements, labels matter. Under the United ...
Highly trained K9 now detecting non-Canadian pet food with 97.3% accuracy. TORONTO, ON — In response to increasing trade tensions and rising consumer c...
🍁🥞Trade policies can divide nations. Pancakes bring people together.H ere’s a novel approach to a trade dispute: Instead of fighting tariffs, let’s...
Visibility Isn’t About Noise. It’s About Conviction. Most brands don’t lose because their competitors are better. They lose because they disappear. ...
We’re thrilled to announce our partnership with Sandbagger, the ready-to-drink spirit-based beverage that’s poised to shake up the beverage aisle and d...
Last week, as I delved into the criteria for the Ad Age Small Agency Awards, I was struck by the diversity of accolades—from the best campaign creati...
"I'd Like to Buy the World a...GenerativeAI Ad" Coca-Cola, a brand synonymous with timeless advertising, is once again at the forefront of change. Fro...
Intergenerational Ingenuity: The New Creative Frontier Recently, I found myself reflecting on a question posed during a podcast: "Why did you start yo...
Miracles in a Bottle: The Divine Alchemy of VodkowI In the quiet corners of my childhood, where the Mennonite ethos whispered of simplicity and miracl...
Snoop Dogg's 'Quitting Smoke' Stunt: A Leap Off the Pedestal of Trust Is it just me, or does Snoop Dogg's recent announcement feel like a practical jo...
Taco Bell's 'Ambitious Goal...Is to Be a Brand Bully?' Taco Bell, in its quest to "free Taco Tuesday," has successfully pressured the last holdout, Gr...
The Icy Plunge to Brand Clarity: Lessons from Lake Michigan In the world of branding, we often talk about the big, thebold, the innovative. But someti...
A Love Letter to Second Harvest: Champions in the Fight Against Food Waste Last night, as I sat in the annual general meeting of Second Harvest, I cou...
From Playgrounds to Pixels – A Dad’s Quest for Connection In a world where the ping of notifications often drowns out the sound of laughter, I find my...
Key Takeaway: Knockoff products can actually strengthen a strong brand by reinforcing its status as the aspirational original. The Hermès Birkin vs. W...
It’s an age-old truth in marketing that consumers gravitate towards the elements that save them time, money or stress. Combine those needs with new dev...
"Be the Show, Not the Commercial": Wisdom from Shawn P. Walchef of Cali BBQ When I reached out to Shawn P. Walchef, I expected insights into his thriv...
Putting Your Brand to the Ultimate Authenticity Test: Talia Pizza's Bold Move Imagine the audacity of serving a frozen pizza at the premier pizza chef...
The Butcher's Wisdom In a world where convenience often overshadows quality, I recently had an enlightening encounter with a self-taught butcher that ...
Some early inspiration to start the year - this ad completely nails the 'big three' things that will make people care about your brand - emotion, relev...
The Lion Sleeps Tonight: A Branding Conundrum with the World's Oldest Unchanged Logo Well, folks, it's official: convincing clients to update their br...
There’s a reason you’re reading and hearing about COVID 19 at every turn; simply put, it currently affects almost every decision we make, and that incl...
The Power of Three in Creativity: Where Snoop's Campaign Missed the Mark When it comes to crafting a successful creative campaign, there's a trifecta ...
Rival House: “The Same Ritual. Just Alcohol-Free.” Mindful drinking doesn’t have to feel like a compromise — and Rival House proves it. Rival House l...
Walmart’s “RomCommerce” and the Future of Shoppable Stories When your holiday rom-com is really a Walmart cart. Walmart’s 23-episode shoppable series...
Ontario Beef “Ask Your Butcher Anything” What happens when a butcher becomes your life coach, trivia expert and therapist — all before he sells you a ...
Platinum Naturals: A New Look for a Premium Wellness Brand How do you transform a fragmented supplement shelf into a premium, unified brand experience...
Osmow’s “Hooked on the Sauce” When your garlic sauce is so good it becomes the main character. For Osmow’s Shawarma, the most powerful brand asset is...
How Popeyes Kept the Buzz Alive for Its Chicken Sandwich The most anticipated chicken sandwich in North America arrived in Canada with a strategy buil...
Iceberg Vodka Chooses Bob’s Your Uncle A Canadian vodka brand with world-class ambition found a Canadian agency with challenger-brand instincts. Icebe...
Second Harvest Rebrand: “No Waste. No Hunger.” From GTA charity to national leader – and a brand to match. Second Harvest has grown into Canada’s lar...
Why “Made in Canada” isn’t a story – it’s a starting point. In the middle of a Leafs–Panthers game, Bob Froese noticed something: every rink board was...
Raptors x Popeyes: “3 for Free” A data insight, a fan truth, and a digital activation that exceeded every expectation. Years before the Toronto Raptor...
Zero dB: “Noise-Cancelling for Your Mind” A calming beverage that isn’t cannabis — but still uses cannabinoids. Zero dB is a pioneer in a new categor...
Bob Froese Named AMA Toronto’s Mentor of the Year Mentorship isn’t just about giving advice — it’s about sharpening your own thinking. When Bob Froese...
Campaign Canada — “Bob’s Your Uncle names Cora Brady President” URL: https://www.campaigncanada.ca/article/1853739/bobs-uncle-names-cora-brady-preside...
Bosch: “Nothing [Cleans/Broils/Bakes] Like a Bosch” Bosch already owned the dishwasher. Our job was to help it own the whole kitchen. Bob’s Your Uncl...
From partner and president to CEO – and a sharper creative focus for the agency. After years of quietly helping Bob’s Your Uncle grow its client roste...
Welcoming Church’s Texas Chicken — A Challenger Brand Ready to Rule We’re excited to share that Church’s Texas Chicken has selected Bob’s Your Uncle...
Avril Lavigne Helps Canon Cut Through the Clutter Before Bob’s Your Uncle became the agency it is today, its early incarnation — The BrainStorm Group ...
POST 16 — “Coal for Ford”: The Holiday Stunt Heard Across Canada Sometimes the best way to spread holiday cheer… is with a truckload of coal. In 2013...
Welcoming Sandbagger — A Challenger Beverage Brand Ready to Lead North America We’re excited to share that Sandbagger Holdings Canada has selected Bob...
Popeyes Launches Chicken Nuggets With a Targeted, Social-First Strategy When Popeyes introduced its first chicken nuggets to Canada, it didn’t try to ...
Been A Slice: Brewing Beer From Bread to Fight Food Waste What if Canada’s most wasted food could become a source of nourishment instead of landfill? ...
Bob’s Your Uncle Wins Gold at the Global Influencer Marketing Awards The Ontario Beef Burger Battle began as a province-wide road trip. Then COVID gro...
Last night we traded our jeans for jackets at the Canadian Agri-Marketing Awards — cheering on our client Beef Farmers of Ontario. There’s something sp...
Olivieri: “As Easy to Make as It Is to Love” When a heritage pasta brand needed a modern refresh, Olivieri turned to Bob’s Your Uncle to help reclaim ...
When the industry evaluates its very best work, it calls on the people shaping it. Bob Froese, Founder & CCO of Bob’s Your Uncle, was selected to join ...
Gardein: “Start a Healthy Relationship” Goes Mainstream Before plant-based dominated grocery aisles, Gardein and Bob’s Your Uncle were already shaping...
Chicken Farmers of Canada: “Raised by a Canadian Farmer” Canada’s chicken farmers have one of the strongest reputations in the grocery aisle — but rep...
James Kang Joins Bob’s Your Uncle as Head of Business Development to Lead Expansion Efforts Kang brings strategic expertise to accelerate agency and c...
A national housing idea born on the highway between Kenora and Edmonton. As wildfires displace thousands of Canadians, new non-profit Canadian Redline...
Campaign Canada has included Bob’s Your Uncle and its “Creativity Trumps Tariffs” initiative on the 2025 Mighty List — a curated annual list recognizin...
For a challenger brand, choosing a creative partner isn't just a procurement box to check—it’s a survival decision. You don’t have the luxury of outspe...
Introduction A high-stakes rebrand is more than a visual refresh; it is a fundamental reset of how a company exists in the market. For CMOs and founde...
Navigating the Canadian CPG Landscape in 2026 For challenger brands in the food and beverage sector, the margin for error is razor-thin. In a Canadian...
What Defines a ROI-Driven Creative Agency for Challenger Brands? For challenger brands—companies aiming to disrupt established market leaders—selectin...
The Rules of Engagement Have Changed for 2026 In the current 2026 landscape, the balance of power in the consumer sector has shifted decisively. The e...
What Defines a Strategic Branding Agency in 2026? In the shifting landscape of 2026, a strategic branding agency is defined not by its ability to exec...
The 2026 QSR Landscape: Why LTOs Are No Longer Enough As we move through 2026, the Quick Service Restaurant (QSR) industry is facing a "Quiet Loyalty ...
Why the "Final Three Feet" Matters More Than Ever in 2026 In the current retail landscape of 2026, CPG brands face a unique tension. While digital tec...
The creators we return to — and why they last The internet is flooded with food content. From 15-second TikTok hacks to cinematic masterpieces, there’...
The Ingredients of True Influence In a digital landscape saturated with food content, true influence is a rare commodity. But influence — the kind th...
For marketers and creative agencies, TikTok isn't just a platform for viral dances—it's a real-time case study in personal branding, audience engagemen...
An Insider’s Guide to the Canadian Agency Landscape in 2026 If you search for "best branding agencies in Canada," you are typically met with pay-to-pl...
CPG Brand Launch Case Studies: How Food & Beverage Brands Go from Shelf to Culture In the high-stakes world of Canadian Consumer Packaged Goods (CPG),...
What QSR proof really looks like (less “we love chicken,” more numbers) Every agency says they “get QSR.” Fewer can point to the kinds of numbers that...
In 2026, the concept of "end-to-end" brand strategy has shifted from a luxury for global giants to a survival requirement for challenger brands. As con...
What is the "Campaign Treadmill"? For many challenger brands in the food, beverage, and CPG sectors, marketing feels like an endless sprint. You launc...
If you’re reading this, you’re probably staring down a big decision. You might be about to launch into a brutally crowded category. You might be rebra...
In 2026, the branding landscape has shifted from "pretty logos" to "strategic engines." For challenger brands in the CPG, Food & Beverage, and QSR sect...
