The Really Brief — Week of July 26

July 26

Cannabis beverage brand Little Victory has partnered with Toronto fashion designer Hayley Elsaesser to launch a summer capsule collection comprised of bucket hats, crewneck sweaters, shorts, T-shirts, tote bags, and insulated fanny packs. All of the products feature bold and bright prints featuring lemonade, dark cherry and blood orange.

The products are being sold via a dedicated link on Elsaesser’s website, while Little Victory is also doing social giveaways.

“We’re always listening to our consumers, and highly value the input that comes from the online Little Victory community,” said Chaman Sandhu, marketing and digital lead at Little Victory’s parent company, Truss Beverage Co.

“The collection with Hayley Elsaesser is a direct result of this feedback, and we’re so excited to share it with Canadians to help them celebrate their own little victories in style this summer.”

Snack food brand Slim Jim has signed Toronto Raptors star Chris “Slim Duck” Boucher to a new sponsorship deal that will see him him appear in advertising including social media and in-store displays.

Slim Jim sought out the partnership after discovering that Boucher was a fan of the snack food. “When we learned Chris’ love of Slim Jim, we couldn’t wait to work with him,” said Andrea Stodart, marketing director for snacks at Conagra Brands.

“With the snacking industry continuously growing, we saw this opportunity as a game changer. We are so excited to partner with one of the greatest athletes in Canada and to reach the next generation of fans.”

Conagra said that its snacks portfolio presents an opportunity to build incremental growth for the company, and said that it would continue to place an emphasis on protein-based products. Puma Canada also added Boucher to its athlete roster earlier this year.

Toronto marketing agency Public Label has announced three senior hires (from left): Lynn Sivec as director of strategy, and Tim Binkley and Marjorie Mackenzie as senior account directors. They will work across the agency’s Canadian client roster that includes Scotts Miracle-Gro, Church & Dwight and Mars.

Sivec was previously senior director, client strategy with social impact agency Public, and her career has included stops at the former Zig and Ogilvy & Mather.

Binkley’s career has included both agency and client roles with Leo Burnett, as well as the former Downtown Partners, Publicis, Dentsu and RBC. Mackenzie has more than 20 years of experience as a brand consultant, working with retailers and national brands to develop and execute exceptional brand experiences. Prior to joining Public Label, Mackenzie was senior director of design strategy at Astound Group.

“We are thrilled to have Lynn, Tim and Marjorie join our talented and growing team in Canada,” said Public Label’s general manager/senior vice-president of marketing solutions, Anne Dean.

Kraft Heinz Canada is donating $100,000 in digital advertising to local restaurants to help them deliver the message that they are once again open for business. The brand will donate $1,000 in advertising to 100 restaurant operators across the country.

Heinz is inviting restaurant operators to sign up at between now and Aug. 2 to win one of the advertising packages, which will include social ads featuring their patio.

“It’s no secret restaurants have been hit hard by the lockdowns, struggling to keep their doors open. Now that summer is here and outdoor dining is open, they need to maximize sales during this period. That’s where Heinz can help,” said Lucy Abbruzzese, director of food service marketing at Kraft Heinz Canada. “As the iconic condiment with a place on every patio, we are thrilled to help boost some of our country’s local favourites to help them maximize summer and own patio season.”

Chris Powell