The Really Brief — Week of June 28

Pringles, an official partner of Major League Soccer Canada, has released new advertising inspired by the passion of soccer fans that is calling on consumers to “up their snack game.”

“Sports and snacking go hand-in-hand, and salty snacks in particular are an integral part of that experience,” said Christine Jakovcic, vice-president marketing and nutrition, Kellogg Canada Inc. “With this new spot, in addition to driving awareness of the soccer-viewing occasion—a key tentpole for the brand—we’re tapping into the fun, competitive spirit of soccer fans in an authentic way that is uniquely Pringles.”

The campaign by Grey Canada is anchored by a 15-second film that taps into the soccer tradition of fans drumming during games. It is part of an integrated campaign running across social media, out-of-home, and digital.

H+K is experiencing a growth spurt, being named Canadian PR agency of record for Campari Group, Adidas and Mars pet food brand Royal Canin, while also expanding its mandate with Mazda, IKEA and Masco Canada.

“We’re able to offer our clients global, national and local perspectives, as well as a tight-knit team of creative earned media + content strategists. Clients are seeing the value in the breadth of our team, our offering and our ability to scale,” said Angie Lamanna, H+K’s senior vice-president and national sector lead, consumer packaged goods, food + drink and retail + leisure.

International Delight announced two new initiatives during Pride Month to reinforce the brand’s commitment to self-acceptance and encouraging Canadians to live a balanced, unapologetic and positive lifestyle.

It launched a partnership to support Pflag and collaborated with Canadian media personality Queen Priyanka. The initiatives, which are the start of a bigger commitment to Pride and the LGBTQ+ community, dovetail with the brand’s tagline, “Live life to the Flavourest.”

Also for Pride Month, RBC once again sponsored the Inside Out Film and Video Festival and its new “Keep It Queer” program, intended to empower queer creatives and entrepreneurs. Fourteen queer entrepreneurs and their businesses are being supported through various RBC initiatives and after the festival, the financial services company will develop workshops and events to ensure ongoing support.

RBC has also created a film trailer which launched at this year’s Fairytales Queer Film Festival in Calgary and will play at film festivals throughout the year.

Mint has launched a new ad campaign for the Mark Anthony Wine & Spirits wine brand Matua. “Never Been Cooler” targets people moving from their 20s into their 30s.

“We have all seen ads for 20-somethings—raging pool parties, nightclubs, etc. But a lot of Matua’s customers they said they were over those things,” said Mint executive creative director Kim Tarlo. “So we created a campaign that celebrates the refreshing interests those mid-30s millennials now hold dear: more intimate connections. Because their tastes have changed, so should their wine.”

The campaign will run in Ontario, Alberta, British Columbia, and Quebec, with video, display, and native content running on Facebook, Instagram, and Pinterest until July 28.


David Brown