Bob Froese Featured in LBB’s “The Work That Made Me”

Bob Froese, Founder & Chief Creative Officer of Bob’s Your Uncle, was recently featured in LBB Online’s The Work That Made Me series.

The interview explores the campaigns, cultural moments and creative tensions that shaped Bob’s perspective on brand building — from New Coke and Johnnie Walker to anti-smoking campaigns and challenger brand disruption.

Growing up in a religiously fundamental community without television, Bob’s earliest exposure to “advertising” wasn’t commercial at all — it was storytelling in church. That early understanding of belief, persuasion and emotional conviction continues to influence how Bob’s Your Uncle helps challenger brands become category leaders.

The conversation touches on:

• Why New Coke remains a cautionary tale about betraying brand trust

• What Johnnie Walker’s “Keep Walking” teaches about long-term brand platforms

• How cultural comedy like Monty Python shaped creative courage

• Why belief — not budget — is the real growth engine for challenger brands

As a Toronto creative agency focused on turning heroes into kings, Bob’s Your Uncle believes creativity is the most powerful business force on Earth — when it is anchored in cultural truth and strategic clarity.

Read the full interview here:

https://lbbonline.com/news/New-Coke-Johnny-Walker-and-Monty-Python-The-Work-That-Made-Bob-Froese

If you’re looking for a challenger brand strategy partner or a Toronto creative agency specializing in food & beverage, CPG and category-defining brand platforms, connect with Bob’s Your Uncle.