Baker Bimbo Canada has selected King Ursa as its creative AOR following a formal review that began earlier this year.

Under its new mandate, King Ursa will oversee strategy, creative and performance for bakery brands including Dempster’s, Villaggio, Stonemill, Oroweat and Thomas’. The agency will be responsible for creating new positioning for the brands, with its first work for the Dempster’s brand tentatively scheduled to debut early next year.

“The most exciting thing about this remit is we are tasked with repositioning all of these well-loved brands,” says Cheryl Gosling, King Ursa’s president. “Bimbo Canada is the number one bakery in Canada, and we will work with them to ensure they maintain that position as they continue to expand and be the market leader.”

Cundari was the shop that held both the Dempster’s and Villaggio Brands, while Mass Minority held Oroweat and Stonemill and King Ursa retained Thomas’ business.

Gosling tells strategy King Ursa will be looking to hire through the line – strategy, creative and account service – to support this win.

Tania Goecke, VP of marketing at Bimbo Canada, says the CPG felt a “strong synergy” with King Ursa after the agency review process. “We share a performance-driven, consumer centric philosophy where data and analytics underpin a fully integrated approach, informing strategy through to ongoing monitoring and optimization,” Goecke says.

King Ursa first began working with Bimbo Canada last year when it was enlisted to launch the Thomas’ premium breakfast brand in Canada, with messaging designed to celebrate the product’s flavour and convenience targeted at Gen Z and younger Millennials.