The Hive lands two pet brands
The Hive has secured AOR relationships with Canadian pet food brands Caledon Farms and Crumps’ Naturals.
The agency is teaming up with the two Crump Group brands, to help drive North American growth, with a mandate to help define the strategic and creative opportunity for flagship brands Caledon Farms and Crumps’ Naturals. The Crump Group joins a growing list of Hive partners whose growth ambitions stretch beyond Canadian borders.
“This latest partnership between The Hive and The Crump Group is a testament to our unique model of collaboration,” says Jared Stein, president and CEO at The Hive. “From the very beginning it was clear we shared a set of values anchored in partnership, along with bold and ambitious growth visions for both our companies.”
New work for both Caledon Farms and Crumps’ Naturals is anticipated to launch in the second half of 2024.
The Hive tells strategy that while it has made some new account hires recently, this remit will mostly be covered with its existing team in place.
Arrivals + Departures plus the dearly departed
Canada’s first online cremation arrangement provider, Eirene, has named Arrivals + Departures (A+D) its first agency of record.
The agency is expected to develop brand positioning, creative strategy and integrated campaigns with ongoing media planning and buying to be led by the agency’s A+D Media division.
“We’re excited to again be working with an entrepreneurial challenger brand, this time to help disrupt a category that has been stagnant for over a century,” says A+D partner and president Mike Bevacqua.
According to Bevacqua, the opportunity reflects the agency’s ethos to see the world differently and challenge the status quo, and that the shop is going to provoke people to “consider a modern approach to deathcare.”
According to the Cremation Association of North America, 75% of Canadians opt for this service, which has spiked from 56% of deaths in 2006.
Talk Shop reveals Rascal + Friends team up
Talk Shop is the new PR AOR for premium baby care brand, Rascal + Friends, leading the CPG’s strategic communications, media relations, influencer marketing and event strategy across Canada.
“As a family-first employer, the partnership between Rascal + Friends and Talk Shop is a natural fit,” says Katie Dunsworth-Reiach, co-founder and partner at Talk Shop. “We are excited to collaborate with businesses that align with our values and make parenting easier.”
Talk Shop was chosen to focus on key brand moments and launches, along with integrated campaigns including updated brand messaging for the year. Talk Shop will leverage paid
and earned media along with a strategic influencer approach that aims to drive consumer awareness and purchasing through the brand’s exclusive partner, Walmart.
