WeCook recently launched its second collaboration with former NHLer P.K. Subban for “P.K.’s Spaghetti and Meatballs.” The move comes as the ready-to-eat meal delivery service says it’s scaling its presence across Canada through strategic brand partnerships and a new market strategy.

The latest offering builds on the momentum of the first co-branded release between WeCook and Subban, which the brand says drove strong consumer demand. Co-developed with WeCook’s executive chef Gabriel Drapeau, the latest dish features al dente pasta topped with a blend of veal, pork and beef meatballs, seasoned with herbs, spices and parmesan and finished with marinara sauce.

The dish will be on WeCook’s menu starting Sept. 7, with deliveries running through Oct. 4.

Michel Gagné, president and CEO of WeCook, says the strategy for the release centres on building credibility and emotional connection with Canadians through storytelling, strong brand creative and smart use of partnerships. WeCook’s next collaboration will be with Canadian television presenter Maripier Morin.

“Collaborations allow us to break through in a crowded market by pairing our product truth – fresh, ready-to-eat meals with no prep or preservatives – with voices Canadians know and trust,” Gagné tells strategy.

Earlier this month, WeCook partnered with Schwartz’s Deli on a Toronto pop-up to launch two new LTO meals. “The P.K. Subban collaboration builds on that momentum, pairing the energy and authenticity he’s known for with our mission to make healthy eating effortless for Canadians,” Gagné says.

The latest campaign creative was developed in-house and is being promoted with a mix of PR, social and branded content, anchored by its “WeChef” video series featuring Drapeau alongside Subban preparing P.K.’s signature spaghetti and meatballs. “This content not only highlights the collaboration in an authentic way, but also shows Canadians how WeCook delivers both convenience and restaurant-quality taste,” Gagné says.

The collaboration is WeCook’s latest attempt to stand out in the competitive meal-delivery space, where “consumer expectations are evolving quickly,” Gagné adds.

“Canadians want convenience without sacrificing quality or nutrition. That’s both the challenge and the opportunity for WeCook. Partnerships like these allow us to cut through the noise, build trust and show that ready-to-eat can be both premium and accessible.”

Beyond individual households, WeCook also exploring opportunities in the workplace through its “WeCook for Business” program, which allows employers to subsidize meals as a meal-time perk for their work force.

“By supporting both consumers and companies, we’re broadening our reach and reinforcing WeCook’s mission to make healthy eating effortless,” Gagné adds.