Bob’s Your Uncle expands its brand family
Toronto-based independent agency Bob’s Your Uncle has added Sandbagger Holdings Canada to its client roster.
Sandbagger, the ready-to-drink spirit-based beverage, selected Bob’s Your Uncle after a competitive RFP.
The agency will take the lead on Sandbagger’s strategy, creative, media, social and digital – including website development – as the brand scales across North America. Sandbagger’s expansion is already underway with key initiatives including recent sponsorship deals with the Buffalo Sabres and Rochester Americans hockey clubs.
“Our agency was built on partnering with brands that have outsized ambitions and are ready to lead in their categories,” says Bob Froese, partner and CCO at Bob’s Your Uncle. “Sandbagger has a clear vision for growth and we’re excited to help them get there with strategic, insight-driven work. With deep expertise in the beverage space, our team is ready to build on that strong foundation.”
Bob’s Your Uncle previously helped launch and grow the Mike’s Hard Lemonade brand.
GE teams up with Pomp & Circumstance
After a competitive review, GE Appliances has named Toronto-based creative agency Pomp & Circumstance as its PR AOR.
Brands in the GE Appliances portfolio include Monogram, Café, Profile and GE.
“We are excited to partner with such an iconic brand in the consumer-appliances space,” says Amanda Alvaro, co-founder and president at Pomp & Circumstance. “We look forward to working closely with their team to further elevate the GE portfolio presence and storytelling.”
Pomp & Circumstance also recently officially kicked off work with global hospitality leader Fairmont Hotels & Resorts.
Jack Link’s, Citizen Relations set up strategic partnership
Snack brand Jack Link’s has selected Citizen Relations as its strategic partner to elevate brand engagement across Canada for 2025.
Citizen is opting for a “fully integrated approach that leverages the agency’s strategic experiential, digital and PR leadership,” according to a news release. Citizen Digital will lead the owned and operated strategy for Jack Link’s digital channels, including 360 social-media strategy and website support.
The partnership’s experiential marketing activations will focus on product sampling and digital extensions to drive consumer action and be bolstered by key influencer marketing support.
A national consumer engagement campaign is planned for May with guerilla sampling events set for National Jerky Day in June and activations scheduled for Calgary Stampede in July.
Earlier this month, Citizen Relations was also named PR AOR for Nature’s Path North America, the parent company of brands such as Que Pasa and Love Crunch.
Tourisme Montréal selects DCI as its PR AOR for Canada
Development Counsellors International (DCI) has been named PR AOR for Tourisme Montréal in the Canadian market.
The economic development, tourism and talent-attraction agency will aim to develop PR campaigns to boost awareness and attract visitors from within Canada.
DCI will have a mandate to engage with earned media and influencers, handle press trips and media events and leverage strategic partnerships.
Tourisme Montréal struck a deal to make Cossette its creative AOR in March.
