Broken Heart Love Affair (BHLA) is Burger King Canada’s new agency of record, taking over from OneMethod.

The agency will be responsible for elevating creative and integrating Burger King Canada’s entire brand experience.

Pratik Mehta, director of marketing at Burger King Canada, says the BHLA leadership team has an “impeccable record of working with some of the biggest brands on some of the most iconic campaigns in the last decade in Canada.” Mehta adds that with BHLA’s help, it’s confident it will achieve its growth objectives through culturally relevant marketing communications.

BHLA chief strategy officer Jay Chaney adds that this is a pivotal time for the brand in Canada, and that Burger King has “an ambitious goal to gain market share in the QSR burger space through further elevation of the brand’s ‘Home of the Whopper’ positioning.”

Chaney tells strategy new creative is coming in January 2024, and that the shop’s teams are “always curated for our clients and will contain a mix of a core team of existing staff and new based on their needs.”

The Burger King team partnered with Christopher Grimston, of Graphic Content Consulting, throughout the entire phase of the agency search and onboarding process.

This spring, BHLA secured the Prince Margaret Cancer Foundation’s AOR business.

BHLA has a client roster that includes Kruger, Simplii Financial, GreenShield and Dairy Farmers of Ontario (DFO).