The Really Brief — Week of April 5

April 9

Montellier Carbonated Natural Spring Water has launched a new brand campaign by Juniper Park\TBWA.

The core brand message is that Montellier is sparkling yet also smooth, with creative that shows how seemingly contrasting things can exist in perfect balance—sparkling can be smooth, calm can be invigorating, and simple can be sophisticated.

“The creative idea and execution really aims to reflect the product itself in a very evocative and sensorial way,” said Jenny Glover, executive creative director at Juniper Park\TBWA, in a release.

Juniper Park’s Le Parch handled the visual identity, using the brand’s bold blue colour with empty bubbles representing the water’s sparkling quality, and the full bubbles representing the smooth. Creative is running across TV, digital/social, print and point of sale.

The University of New Brunswick is running an advertising campaign by Toronto agency doug&partners that is intended to elevate the brand across Canada and internationally.

Using the tagline “UNB is here,” the creative shows some of the many ways UNB’s students, graduates and professors have a positive impact on the world.

“UNB supports innovators, problem solvers and difference makers. It works to help them push the world forward,” said Kim Hunter, group account director at doug&partners, in a release. “Research told us that showing how UNB supports people to make a difference was meaningful and motivating. This campaign demonstrates some of the ways UNB does that across a myriad of areas.”

Creative is running across broadcast, online video, digital display and social, and print. It launched late last year and runs through 2021, with PHD Canada handling media.

Toronto agency Mint has hired Kelly Deuster as executive strategy director. Her hiring, which follows the addition of Kim Tarlo as ECD a year ago, is part of the agency’s ongoing transformation from PR and XM to becoming a “more holistic, multidisciplinary creative agency.”

Deuster has worked on award-winning campaigns around the world, with career stops at Publicis Paris, where she was global head of strategic planning for Nestle, and Publicis Manila, where she was head of planning.

Jeff Cheung and Rana Chatterjee have joined lg2 Toronto as creative directors. The duo was most recently at BBDO Toronto, where they worked on the multi-award winning “Parkscapes” for the Regent Park School of Music, as well as work for Skittles, Snickers, OLG and Doritos.

Cheung and Chatterjee are the first creative director team hired to work under the executive CD team of Nellie Kim and Chris Hirsch, who launched the Toronto office of the Quebec agency six years ago.

“Nellie Kim and I have been big fans of their work for a very long time and we can’t wait for them to contribute to lg2’s creative reputation and culture,” said Hirsch, partner and executive creative director at lg2.

After teaming up with Toronto FC and the Vancouver Whitecaps, GE Appliances Canada has signed a new three-year partnership with a third Canadian MLS team, the recently renamed CF Montréal.

In addition to in-stadium signage and branded co-marketing, GE is providing support to Club Academy and Soccer Quebec youth development through CF Montréal, and created the GE Player of Quality Scholarship to give kids access to the Club’s soccer schools and camps.

“Soccer is one of the most accessible and diverse sports in Canada, and we’re proud to be champions of the players, the fans and the broader soccer community,” said Bob Park, chief of brands for GE Appliances Canada. “It’s important to us that you not only see the GE Appliances logo on signage, but that we play an active role in building this game in Canada.”

GE is also sponsoring “Player of Quality” content during TSN’s broadcasts of MLS games this year, while Toronto FC star Jonathan Osorio is featured in a new 30-second ad debuting for the start of the MLS season.

April 6

Charcuterie is all the rage right now, and Taco Bell Canada has introduced what it describes as a “taco-fied cheese, meat and veggie grazing board” called Tac-cuterie. It consists of 12 menu items presented on a wooden board bearing the Taco Bell logo.

The QSR launched the limited-edition product to support the launch of its new online ordering service, with anyone ordering until April 11 automatically entered into a draw to win one of 50 Tac-cuterie boards.

“Our fans have always been on top of the latest trends, so we weren’t surprised when they started putting their Taco Bell favourites on display for the ‘gram in the style of a charcuterie board,” said Taco Bell’s international marketing manager, Jessica Kleinert.

Lauran Dineen-Duarte has been promoted to vice-president and head of corporate affairs and communications for American Express Canada. She replaces David Barnes, vice-president of advertising and communications, who had been with Amex for 30 years.

According to a statement from the company, Dineen-Duarte will “be responsible for taking Amex Canada communications into the future and helping the company navigate PR in a post-COVID world. This will be an increasingly crucial role for the brand, with a focus on protecting the company’s reputation, and capturing the trusts and attention of today’s evolving consumer.”

Calgary Co-op has named Daughter Creative its creative agency following a competitive review. While the scope of the assignment was not revealed, the grocer did recently release two new private label brands: Cal & Gary’s and Founders & Farmers.

“We are so proud to be working with Daughter Creative, an agency that has already done incredible work for a number of local brands. Their passion, dedication and commitment to supporting local and their keen interest in helping us tell our brand story is what really set them apart,” said Penney McTaggart-Cowan, Co-op’s vice-president of marketing and member experiences.

The win continues a run of recent success for the indie design and advertising shop, which has also recently staffed up with recent hires including Kelli Pollock as co-creative director; former Leo Burnett Toronto staffer Justin Tabakian as art director; former Target creative Jordan Finlayson as senior copywriter; and former WAX Partnership staffer Tina Song as senior production artist.

The Royal Canadian Mint is launching its first campaign with McCann Montreal after selecting the agency to handle its creative assignment.

The new work, running nationally using print, social, online display and search, is promoting new coins commemorating the 100th anniversary of the iconic schooner Bluenose.

According to McCann, the campaign will bring awareness to a “made-in-Canada” success story, as told through the new coin design.

“We are thrilled to be partnered with McCann Montreal to help us build iconic storytelling,” said Tom Froggatt, chief commercial officer for the Royal Canadian Mint. “We are sincerely looking forward to bringing our strategic initiatives in numismatics, commemorative circulation coins, bullion and foreign circulation to life with them.”

“As the longest standing creative agency in Canada, it is fitting for us to be supporting the Royal Canadian Mint in campaigns that celebrate and honour Canadian history and a heritage we share,” said McCann Canada president Ryan Timms.

Kruger Products has announced the first 10 recipients of its #KrugerBigAssist program in support of minor hockey across Canada.

Ten minor hockey associations across the country each received $10,000 from the paper products brand, which will be used to pay the registration fees for families in need. Kruger will announce another five recipients in June.

“It’s been a difficult year for Canada’s hockey families, and our goal is to support their love and participation in our national sport,” said Kruger Products’ chief marketing officer Susan Irving.



Chris Powell