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 turn it into an opportunity – launching “Creativity Trumps Tariffs,” a 25% discount on branding and creative services for Canadian brands, plus a limited-edition hat with proceeds to NABS. The goal: help Canadian brands double down on being Canadian, instead of pulling back in fear.

Coverage

Ad Age – “Agency news you need to know this week”
URL: https://adage.com/article/agency-brief/agency-news-havas-bobs-your-uncle-zambezi/2604611/

“Bob’s Your Uncle is running a 25% discount on branding and creative services for all Canadian brands in an effort called ‘Creativity Trumps Tariffs.’”

“The agency is promoting the discount via out-of-home ads in the Greater Toronto Area and has launched a limited-edition Creativity Trumps Tariffs hat, with all proceeds supporting NABS...”

“‘We believe creativity is a competitive advantage,’ said Bob Froese, the agency’s founder. ‘And it’s a hell of a lot more effective than tariffs.’”

Campaign – “Bob's Your Uncle tries Trump tariff counter-measures”
URL: https://www.campaigncanada.ca/article/1904691/bobs-uncle-tries-trump-tariff-counter-measures

“Bob Froese, founder of Toronto independent agency Bob’s Your Uncle, has spent a lot of time weighing the implications… ‘What can we do?’”

“Froese announced Friday that Bob’s Your Uncle is offering 25% off all of its branding and creative services for new Canadian clients, even if the tariffs aren’t ultimately implemented… ‘Canadian brands should do better, should be prouder.’”

“Bob’s Your Uncle has also created anti-tariff hats reading ‘Creativity Trumps Tariffs’ that it is selling for $35, with all proceeds to NABS.”

Global News – TV segment
URL: https://globalnews.ca/video/11095940/agency-helps-businesses-double-down-on-being-canadian/

(Used here as visible proof of broadcast coverage and national reach.)

Strategy – “Trump Tariffs: Bob’s Your Uncle founder urges brands to buy Canadian”
URL: https://strategyonline.ca/2025/02/03/trump-tariffs-bobs-your-uncle/

“Creative Agency Bob’s Your Uncle is among the Canadian businesses responding to a trade war with the U.S. The Toronto-based agency on Friday offered a 25% discount off branding and creative services for Canadian brands in response to U.S. President Donald Trump’s tariff threat.”

“‘Let’s be real: you can’t control the White House, but you can control how your brand responds,’ Froese says. ‘This is the moment to own your Canadian identity.’”

“‘Raising prices isn’t a strategy; it’s an excuse… The best brands don’t just react – they own the moment.’”

Why This Matters

Creativity Trumps Tariffs is a live case study in how a challenger agency behaves when the macro environment turns ugly. Instead of treating tariffs as a reason to cut back, Bob’s Your Uncle framed creativity as a 25% advantage – inviting Canadian brands to be louder, prouder, and more strategic while their competitors go quiet.

For food, beverage and CPG marketers, it’s a reminder that:

• External shocks can be turned into brand platforms.
• Price pressure can become a story about value and national pride.
• “Buying Canadian” doesn’t stop at packaging – it includes the ideas that build the brand.