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In spring 2025, RONA hit a marketing home run in Quebec with its “Mike chez RONA” campaign featuring a fictitious employee named Mike that became an overnight phenomenon in the province. Leveraging nostalgia and entertainment through a parody of the 70’s hit “My Sharona”, the campaign captured the attention of the public and led to an all-out Mikemania. More than a campaign, Mike became a cultural icon, re-establishing RONA as a trusted and locally relevant home improvement partner.

After the US government implemented retaliatory tariffs, the Ontario Government directed LCBO to pull American products—including many perennial best-sellers —off of their shelves. LCBO, as a champion of local industry, saw a huge opportunity to take a moment of upheaval, where many customers were forced to choose something new, and turn it into transformative growth for the local industry. Embracing our role as a champion of the local beverage alcohol industry, LCBO launched “Eh List,” a campaign celebrating and elevating Ontario- and Canadian-made products, and helping convince Ontarian customers to make “buying local” part of their new habit.

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.

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.

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.

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.