The Really Brief — Week of July 19

July 21

Building off a May campaign promoting its Canadian roots and 100% Canadian ingredients, Harvey’s announced this week that it has temporarily changed the exterior signage on its flagship store in Richmond Hill, Ont. to the distinctively Canadian “Harveh’s.”

The revised nameplate will be in place until Aug. 9, while the QSR has also changed its name on both its website and social channels. Harvey’s is also running a social contest in which customers receiving one of a limited number of custom “Harveh’s” takeout bags can win an exclusive party for their friends and family by sharing a photo of the bag and tagging Harvey’s on Instagram, Twitter and TikTok.

Harvey’s is supporting the initiative with a new TV and social campaign from agency partner Giants & Gentlemen featuring the duo from the original ad still bickering about the name before the argument is settled with the reveal of the new exterior sign. The TV ads are running through Aug. 1 on Sportsnet and TSN.  Media for the campaign was handled by Genuine Media.

McCann Canada has announced a series of changes within its creative department, including promoting Gail Pak (pictured) to VP creative director. Pak joined McCann in 2019, and she and creative partner Mike Shuman have been leading work for Petro-Canada and Mastercard since then.

“[Pak and Shuman] have been behind some of our best work for key clients, most recently picking up recognition from Cannes, the One Show and the Webbys for their work for Mastercard,” said McCann Canada chief creative officer, Josh Stein. “I personally could not be prouder to see her continue to grow and lead at McCann.”

The agency also announced seven new hires including Amy O’Neill, Athina Afton Lalljee, Steven Davenport and Andrew Strachan as associate creative directors; Jayme Fairbridge as senior art director; and Jon Dick and Olivia Hashka as copywriter and art director, respectively.

Kraft Dinner has unveiled a new spot stemming from its sponsorship agreement with Olympic race walker Evan Dunfee. Developed by Rethink, the 30-second spot “Walking Alone is Lonely” features Dunfee, clad in shorts bearing the KD logo, race-walking along a remote country road while eating from a bowl of mac and cheese. A serious-sounding voiceover informs viewers that he grew up eating KD and the brand is now his official sponsor.

As he passes by a construction site, a worker is inspired to follow in his footsteps. “Join us Canada,” says the voiceover. “Let’s show Evan he’s not walking alone.” The spot urges Canadians to share their own race-walking video tagging Kraft Dinner for a chance to win free KD.

July 19

With no spectators permitted in the stands, Kraft Peanut Butter has launched a campaign to enable Canadians to virtually cheer on Team Canada at the Tokyo Olympics. The “Your cheers. Their ears” campaign consists of custom playlists featuring cheers from thousands of Canadians.

Canadians are urged to visit until Aug. 10 to record a personal cheer for Team Canada athletes including diver Meaghan Benfeito, as well as the beach volleyball team of Sarah Pavan and Melissa Humana-Paredes. The playlists will be updated each week.

“This year the Olympics are going to feel different for everyone, especially the athletes, but feeling a sense of togetherness shouldn’t have to change,” said Daniel Gotlib, associate director of brand building and innovation, with Kraft Heinz Canada.

Hyundai Canada has announced changes to its marketing department, naming Christine Smith director of marketing and Kristina Covello-Garcia national manager, marketing communications.

Smith (pictured) was most recently senior VP, client business at Hyundai’s agency of record, Innocean, leading the automaker’s account for the past four years. She has more than 30 years of marketing experience spanning the automotive and CPG sectors, including leading the Gillette and Campbell Soup accounts at BBDO/Proximity in New York before returning to Canada in 2017. She replaces Lawrence Hamilton, who was promoted to executive director of Genesis Canada in May.

Covello-Garcia is a new addition to the Hyundai Canada marketing team, but has 16 years of experience in the auto industry, starting as an assembler with the Ford Motor Company of Canada and field manager with GM Canada. She joined Hyundai Canada in 2010, working in roles in sales, service and parts, Genesis operations and network development.

Hyundai also announced that it has created a new digital business development department increasing its focus on the online customer journey. The division is led by Adam Mintz in the new role of senior manager, digital business development.

Corona Canada has joined the growing number of brands that have created a dream job as part of their marketing efforts. This time the position is “Officer of Natural Wonder,” which is offering one lucky Canadian the chance to discover the country’s natural beauty from coast to coast.

The job involves travelling through British ColumbiaAlbertaManitobaOntarioQuebecNew Brunswick and Nova Scotia in a fully customized Mercedes Sprinter van between Sept. 8 and Nov. 1, sharing their experience of the country’s natural wonders while educating Canadians about the importance of preserving nature. It pays $20,000 plus expenses. Canadians can enter through the Corona website until Aug. 9.

“Corona has a deep connection to celebrating and being enjoyed in nature. That’s why the Officer of Natural Wonder role was created—to allow Canadians to discover Canada’s stunning environment through the experience of the selected traveller, while providing a much-needed educational component about how to explore our country responsibly,” said Corona’s senior marketing director, Mike Bascom.

Out-of-home advertising company Branded Cities is live-streaming the launch of the first human flight by Jeff Bezos’ space tourism company Blue Origin on its digital spectaculars in Toronto’s Yonge-Dundas square. The event, scheduled for 9 a.m. EST on July 20, will also be streamed on Branded Cities properties in New York’s Times Square and Las Vegas’ Harmon Corner.

“Our assets are strategically located in the most iconic, highly trafficked places which makes viewing historic events such as the Blue Origin launch directly on our full-motion digital platforms all the more impactful,” said chairman and CEO Steve Ellman.

7-Eleven Canada has introduced its annual line of summer Slurpee flavours, which includes the return of its popular Blue Vanilla flavour after a 14-year hiatus.

The convenience store brand is also driving Canadians to download its 7Rewards app with a “Deck a Day” contest, featuring a daily skateboard and “Slurpee swag” giveaway.  Users earn a single entry in the daily draw by scanning each 7-Eleven purchase using the app, or they can earn five entries by purchasing participating products including Monster Energy Drink, Jack Links Jerky or its new Crispy Classic Chicken Sandwich.

As part of its summer-long sponsorship agreement with Canada Skateboard, 7-Eleven is also introducing a line of collectible cups featuring the 2021 National team. It is also presenting a series of skateboard tips and tricks on a dedicated site.


Chris Powell