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To prove IKEA Canada’s mattress quality, we launched the Real Sleep campaign – a clever, multi-layered effort challenging the idea that a great night’s sleep comes with a premium price tag. We started by capturing attention with late-night DMs targeting people up scrolling when they should have been sleeping and later proved our comfort in the most convincing way possible: real people, caught on camera, talking in their sleep. The campaign resonated with Canadians, driving visitation and sales while cementing IKEA as a credible destination for high-quality, affordable mattresses.

Sleep Country Canada faced a stagnating retail category where sleep product purchases had become commoditized and easy to postpone. To reignite demand, the brand launched Get Serious About Sleep, a national platform confronting Canadians’ normalized neglect of sleep. “Sleep Daddy” (Eugene Levy) and “Le Sommeil” (Marc Labrèche) interrupted poor bedtime behaviour and challenged consumers to take sleep more seriously. The integrated program spanned TV, digital, social, retail promotions, and owned channels, reinforcing Sleep Country as Canada’s destination for better sleep.

Feast on Love transformed holiday pet feeding into a shared ritual of love, inviting Devoted Pet Lovers to include pets in the season’s most meaningful moments. Pet Valu inspired pet lovers to elevate holiday feeding rituals with expert guidance, creator storytelling, and a digitally led, social‑first campaign. The result was a warm, culturally resonant idea that connected emotionally while delivering strong commercial impact.

Pet Valu’s Playtime campaign didn’t fight screen time, it hijacked it. By inserting playful interruptions into streaming, gaming, and scrolling moments, the campaign reminded pet parents that play isn’t optional, it’s essential. By interrupting streaming, scrolling, and gaming moments with playful, pet‑provoking media, Pet Valu reframed toys from a “nice‑to‑have” into an essential part of pet health and happiness. The result was a campaign that didn’t just capture attention, it changed behavior, one playful pause at a time.

In a crowded “buy local” moment, LCBO turned Ontario VQA from just another local option to an enticing choice by pairing a bold Ontario rallying cry with guided discovery rooted in the LCBO’s most unique brand advantage: in‐store expertise. The campaign spotlighted real product consultants across multiple channels, lending the category credibility and making the LCBO feel like an approachable destination for local exploration. With a flat budget and a short four weeks, the strategy delivered record results: VQA wine sales rose +60% and new-to-category buyers increased +33% vs. last year. Campaign awareness drove +44% higher LCBO community impact perceptions.

Home Hardware seized a national moment during the Blue Jays’ playoff run, brilliantly transforming from a familiar brand into “Canada’s Home Team.” Through an authentic campaign featuring their own local Dealers embodying the nation’s underdog spirit, they forged an unparalleled emotional connection. This strategic move ignited widespread engagement, empowered its community, and drove significant, measurable business growth.

For more than a decade, Darrell’s Deals was Save-On-Foods’ trusted weekly promotion, delivering strong value and building deep brand loyalty. With the retirement of Darrell Jones in February 2025, Save-On-Foods saw an opportunity to modernize the platform and better connect with families, leading to the launch of Unreal Deal. Designed to carry the legacy forward in a fresh, energetic way, Unreal Deal reinforces one clear message: the deal is on at Save-On-Foods.

When hockey culture meets the freezer aisle, something special can happen. Save-On-Foods and the Vancouver Canucks brought their partnership to life with Bar Down Blast, a cobranded Western Family ice cream launched through fan voting, mascot-led moments, and unforgettable in-arena reveals. From centre ice to store freezers, the flavour became a fan favourite, delivering standout sales, soaring brand recall, and high-energy engagement across Canucks Nation.