The Challenge:

Canada's #1 crackers brand needed to strengthen its brand equity around its brand purpose of "welcoming" with a uniquely Canadian insight while earning incremental retail display.

The Insight:

According to Gallup's Migrant Acceptance Index, Canada is the world's #1 most welcoming country for newcomers. For many Canadians, their introduction to other cultures happens through trying new cuisines. But with grocery prices on the rise, it's more expensive than ever to buy new ingredients for new recipes.

The Idea:

We partnered with multicultural Canadian influencers to inspire shoppers to expand how they welcome others through family recipes. To make it easier to stock up on the ingredients for each recipe, we gave out hundreds of grocery gift cards worth $100 and a grand prize of $1000. The program was fully rolled out in-store and online in English, French, and Chinese and also highlighted Indigenous cuisine through a partnership with influencer and model Willow Allen. The program was accepted by every major Canadian retailer.