Second Cup: Welcome to Canada
Canada welcomed more than 35,000 Syrian refugees. We partnered with Second Cup to celebrate our “welcoming” Canadian identity.
The challenge
Sharing Cookies and Goodwill
The solution
A Quintessentially-Canadian Party
We injected Second Cup and its new cookie into a national news story. An innovative #TasteItRateIt Facebook Campaign spread the news about the new Hot Chocolate Cookie from coast-to-coast.
The “Welcome to Canada Skating and Hot Chocolate Party,”was a free event to introduce newcomers to two authentic Canadian traditions: hot chocolate and ice skating. We enlisted the support of Canadian World Champion Figure Skater and two-time Olympic medalist, Elvis Stojko, to help raise greater awareness and media interest in the event. We also worked with CultureLink, a leading Toronto settlement organization. The event provided tremendous fun, genuine support and a high-profile sampling opportunity for the new cookie. It resulted in high-profile coverage and awesome in-store sales success!
The event generated 2.5 million Twitter impressions and 2,600 #TasteItRateIt survey entries, with 84% declaring the Hot Chocolate Cookie as Canada’s best, reflecting Second Cup’s values and commitment to community. The launch led to a 66% spike in sales in the cookie category.
The results
Super Sales
- 1K attendees
- 24M impressions
- 1K cookies samples
- 2.5 million Twitter impressions
Results
Does your brand need help cutting through the clutter? Are you looking for fresh thinking and modern storytelling that gets results?
Please contact us to collaborate on award-winning campaigns. We can’t wait to get started!
