Creativity & Campaign Thinking
22 posts
Who Cares!!?
Ads. News. Social media posts. More ads. Emails. Notifications. Even more ads. Every day, we’re bombarded with a constant cacophony of information. In...
Creativity Trumps Tariffs
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...
The Loneliness Era - Why Human Brands Win
We’re living through the loneliest moment in human history. Record levels of isolation. Record levels of disconnection. And what are people turning to...
A Culture of Caring: Redefining Agency Life
Last week, as I delved into the criteria for the Ad AgeSmall Agency Awards, I was struck by the diversity of accolades—from the best campaign creativit...
Walmart’s “RomCommerce” and the Future of Shoppable Stories
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”
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 ...
Osmow’s “Hooked on the Sauce”
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
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
Iceberg Vodka Chooses Bob’s Your Uncle A Canadian vodka brand with world-class ambition found a Canadian agency with challenger-brand instincts. Icebe...
Canadian Redline: Turning Idle RVs into Wildfire Housing
A national housing idea born on the highway between Kenora and Edmonton. As wildfires displace thousands of Canadians, new non-profit Canadian Redline...
Raptors x Popeyes: “3 for Free”
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”
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...
Bosch: “Nothing [Cleans/Broils/Bakes] Like a Bosch”
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...
Avril Lavigne Helps Canon Cut Through the Clutter
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 ...
“Coal for Ford”: The Holiday Stunt Heard Across Canada
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...
Popeyes Launches Chicken Nuggets With a Targeted, Social-First Strategy
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
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? ...
Influencer Marketing Awards — “Best Use of a Small Budget (Gold Winner)”
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...
Olivieri: “As Easy to Make as It Is to Love”
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 ...
Gardein: “Start a Healthy Relationship” Goes Mainstream
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
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...
Canadian Brands Beyond the Label
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...