Articles Tagged ‘Proof’


Interac empowers shoppers for the holidays

The payment processor is going easy on seasonal tropes to instead build confidence among cost-conscious Canadians.


The illusion of preparedness in crisis communications

Josh Cobden, EVP at Proof Strategies, dives into differing perceptions between the public and business leaders.


Campbell’s goes after adult snackers with big Goldfish

The CPG’s latest snack innovation, Mega Bites, are being brought to life through POS and the metaverse.

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Proof Strategies named LCBO’s first PR AOR

The shop is currently working on the alcohol retailer’s sustainability platform.


TikTok champions creators of uplifting content

The social platform’s made-in-Canada campaign showcases content that is more versatile than some might expect.


Proof hires two on its senior leadership team

Andrea Lee and Megan Shay are bringing a diverse set of experience to the agency’s earned media and corporate practices.


Bumble is playing up IRL relationship success stories

A new campaign puts the focus on the real-life, long-term connections people have found through the dating app.


Black Canadians do not trust companies to handle racism

A Proof survey finds that the corporate sector has “work to do” when it comes to delivering on their commitments.


Butterfinger hits the books to drive awareness

After returning to Canada last year, the Ferrero brand is connecting with the campus crowd via study-kit vending machines.


Campbell’s latest recipe: broth-based cocktails

Instead of pouring leftover broth down the drain, the brand has created recipes so consumers can pour them into a glass.


In Brief: Weston Foods finds a buyer for its bread

Plus, Proof makes five senior appointments and Bob hires new lead for account team.


Humber establishes scholarship for BIPOC in PR

Agnostic is leading a group of agencies in an effort to remove financial hurdles that can keep talent away from the industry.


Instacart is expanding into Quebec

The grocery delivery service goes fully nation-wide, offering same-day delivery from Costco, M&M and Walmart.


Campbell’s celebrates Andy Warhol to ‘pop’ at shelf

The soup brand’s LTO, meant to be a pop art-style collectors item, is being supported with its biggest influencer campaign to date.


Campbell’s wants you to raise your own tomatoes

The CPG is driving home a message about sustainable agriculture to keep demand from the winter strong through gardening season.