Why Challenger Brands Win Big: Bob’s Your Uncle Named WINA’s 2026 North American Agency of the Year There is a distinct advantage to being independent...
In the Attention-Deficit Age, Brands Must Answer One Question: Who Cares? What makes advertising effective today? In a world saturated with ads, email...
When tariffs go up, creativity goes on sale. When U.S. tariffs on Canadian goods hit 25%, most brands braced for impact. Bob’s Your Uncle decided to t...
Tariffs Are Coming. What Should Brands Do About It? Brands should respond to tariffs by making price increases easier to understand, reinforcing why t...
🍁🥞Trade policies can divide nations. Pancakes bring people together. Here’s a novel approach to a trade dispute: Instead of fighting tariffs, let’s...
What does this satirical “tariff-sniffing dog” story actually show? This piece shows how brands can use humour, cultural timing, and a strong point of...
Creativity Trumps Tariffs: “We Can’t Call It Bourbon, But You Can” What is the strategic lesson here? When regulations restrict what a brand can say, ...
Campaign Canada has included Bob’s Your Uncle and its “Creativity Trumps Tariffs” initiative on the 2025 Mighty List — a curated annual list recognizin...
Visibility Isn’t About Noise. It’s About Conviction. What creates brand visibility? Brand visibility does not come from being louder, posting more oft...
Brand Disconnect: A Lesson from Wendy's and Kellogg's Missteps What is brand disconnect? Brand disconnect happens when a company’s messaging, decision...
When Brands Miss the Mark: A Reflection on Consumer Disconnect We’ve witnessed some startling examples of brands seemingly losing touch with consumer ...
From $10 Million to Half a Billion: The Art of Masterful Brand Building with Meiky Tollman Quick Answer Meiky Tollman’s brand-building lesson is simp...
We’re thrilled to announce our partnership with Sandbagger, the ready-to-drink spirit-based beverage that’s poised to shake up the beverage aisle and d...
A Love Letter to Second Harvest: Champions in the Fight Against Food Waste Why does Second Harvest matter? Second Harvest matters because it proves th...
Can Knockoffs Make a Brand Stronger? Yes — knockoff products can actually strengthen a strong brand when they reinforce the original as the aspiration...
It’s an age-old truth in marketing that consumers gravitate towards the elements that save them time, money or stress. Combine those needs with new dev...
“Be the Show, Not the Commercial”: Wisdom from Shawn P. Walchef of Cali BBQ What does “Be the show, not the commercial” mean? It means brands should c...
Putting Your Brand to the Ultimate Authenticity Test: Talia Pizza's Bold Move Imagine the audacity of serving a frozen pizza at the premier pizza chef...
The Butcher's Wisdom In a world where convenience often overshadows quality, I recently had an enlightening encounter with a self-taught butcher that ...
There’s a reason you’re reading and hearing about COVID 19 at every turn; simply put, it currently affects almost every decision we make, and that incl...
Rival House: “The Same Ritual. Just Alcohol-Free.” Mindful drinking doesn’t have to feel like a compromise — and Rival House proves it. Rival House l...
Walmart’s “RomCommerce” and the Future of Shoppable Stories When your holiday rom-com is really a Walmart cart. Walmart’s 23-episode shoppable series...
Ontario Beef “Ask Your Butcher Anything” What happens when a butcher becomes your life coach, trivia expert and therapist — all before he sells you a ...
Platinum Naturals: A New Look for a Premium Wellness Brand How do you turn a fragmented supplement shelf into a premium, unified brand experience? Bo...
Osmow’s “Hooked on the Sauce” When your garlic sauce is so good it becomes the main character. For Osmow’s Shawarma, the most powerful brand asset is...
How Popeyes Kept the Buzz Alive for Its Chicken Sandwich The most anticipated chicken sandwich in North America arrived in Canada with a strategy buil...
Iceberg Vodka Chooses Bob’s Your Uncle A Canadian vodka brand with world-class ambition found a Canadian agency with challenger-brand instincts. Icebe...
Second Harvest Rebrand: “No Waste. No Hunger.” From GTA charity to national leader – and a brand to match. Second Harvest has grown into Canada’s lar...
Canadian Brands Beyond the Label Why “Made in Canada” Isn’t Enough “Made in Canada” can earn attention. It can signal trust. It can even spark a mome...
Raptors x Popeyes: “3 for Free” A data insight, a fan truth, and a digital activation that exceeded every expectation. Years before the Toronto Raptor...
Zero dB: “Noise-Cancelling for Your Mind” A calming beverage that isn’t cannabis — but still uses cannabinoids. Zero dB is a pioneer in a new categor...
Bob Froese Named AMA Toronto’s Mentor of the Year Mentorship isn’t just about giving advice — it’s about sharpening your own thinking. When Bob Froese...
Bosch: “Nothing [Cleans/Broils/Bakes] Like a Bosch” Bosch already owned the dishwasher. Our job was to help it own the whole kitchen. Bob’s Your Uncl...
From partner and president to CEO – and a sharper creative focus for the agency. After years of quietly helping Bob’s Your Uncle grow its client roste...
Welcome Church’s Texas Chicken Bob’s Your Uncle has been named Canadian Agency of Record for Church’s Texas Chicken in Canada, including media. The pa...
Avril Lavigne Helps Canon Cut Through the Clutter Before Bob’s Your Uncle became the agency it is today, its early incarnation — The BrainStorm Group ...
POST 16 — “Coal for Ford”: The Holiday Stunt Heard Across Canada Sometimes the best way to spread holiday cheer… is with a truckload of coal. In 2013...
Welcoming Sandbagger — A Challenger Beverage Brand Ready to Lead North America We’re excited to share that Sandbagger Holdings Canada has selected Bob...
Popeyes Launches Chicken Nuggets With a Targeted, Social-First Strategy When Popeyes introduced its first chicken nuggets to Canada, it didn’t try to ...
Been A Slice: Brewing Beer From Bread to Fight Food Waste What if Canada’s most wasted food could become a source of nourishment instead of landfill? ...
Bob’s Your Uncle Wins Gold at the Global Influencer Marketing Awards The Ontario Beef Burger Battle began as a province-wide road trip. Then COVID gro...
Last night we traded our jeans for jackets at the Canadian Agri-Marketing Awards — cheering on our client Beef Farmers of Ontario. There’s something sp...
Olivieri: “As Easy to Make as It Is to Love” When a heritage pasta brand needed a modern refresh, Olivieri turned to Bob’s Your Uncle to help reclaim ...
When the industry evaluates its very best work, it calls on the people shaping it. Bob Froese, Founder & CCO of Bob’s Your Uncle, was selected to join ...
Gardein: “Start a Healthy Relationship” Goes Mainstream Before plant-based dominated grocery aisles, Gardein and Bob’s Your Uncle were already shaping...
Bob’s Your Uncle Wins Gold at Best of CAMA for The Honest Potato Bob’s Your Uncle won Gold at the Best of CAMA Awards for its branding and packaging w...
Chicken Farmers of Canada: “Raised by a Canadian Farmer” Canada’s chicken farmers have one of the strongest reputations in the grocery aisle — but rep...
James Kang Joins Bob’s Your Uncle as Head of Business Development to Lead Expansion Efforts Kang brings strategic expertise to accelerate agency and c...
For a challenger brand, choosing a creative partner isn't just a procurement box to check—it’s a survival decision. You don’t have the luxury of outspe...
Introduction A high-stakes rebrand is more than a visual refresh; it is a fundamental reset of how a company exists in the market. For CMOs and founde...
Food & Beverage Branding Agencies: How Challenger Brands Should Choose the Right Partner in Canada For challenger brands in the food and beverage sect...
What Defines a ROI-Driven Creative Agency for Challenger Brands? For challenger brands—companies aiming to disrupt established market leaders—selectin...
The Rules of Engagement Have Changed for 2026 In the current 2026 landscape, the balance of power in the consumer sector has shifted decisively. The e...
What Defines a Strategic Branding Agency in 2026? In the shifting landscape of 2026, a strategic branding agency is defined not by its ability to exec...
The 2026 QSR Landscape: Why LTOs Are No Longer Enough As we move through 2026, the Quick Service Restaurant (QSR) industry is facing a "Quiet Loyalty ...
Why the "Final Three Feet" Matters More Than Ever in 2026 In the current retail landscape of 2026, CPG brands face a unique tension. While digital tec...
Food creators do more than entertain. In food and beverage, they often reveal how taste, ritual, identity, and community actually move through culture ...
Food influencers are often dismissed as a top-of-funnel media story. But in reality, they’re much more useful than that. They show how food culture tra...
For marketers and creative agencies, TikTok isn't just a platform for viral dances—it's a real-time case study in personal branding, audience engagemen...
An Insider’s Guide to the Canadian Agency Landscape in 2026 If you search for "best branding agencies in Canada," you are typically met with pay-to-pl...
CPG Brand Launch Case Studies: How Food & Beverage Brands Go from Shelf to Culture In the high-stakes world of Canadian Consumer Packaged Goods (CPG),...
What QSR proof really looks like (less “we love chicken,” more numbers) Every agency says they “get QSR.” Fewer can point to the kinds of numbers that...
In 2026, the concept of "end-to-end" brand strategy has shifted from a luxury for global giants to a survival requirement for challenger brands. As con...
What is the "Campaign Treadmill"? For many challenger brands in the food, beverage, and CPG sectors, marketing feels like an endless sprint. You launc...
If you’re reading this, you’re probably staring down a big decision. You might be about to launch into a brutally crowded category. You might be rebra...
In 2026, the branding landscape has shifted from "pretty logos" to "strategic engines." For challenger brands in the CPG, Food & Beverage, and QSR sect...
What Are the Top QSR Marketing Agencies in Canada for 2026? The Canadian Quick Service Restaurant (QSR) landscape has shifted dramatically in 2026. Wi...
Bob Froese, Founder & Chief Creative Officer of Bob’s Your Uncle, was recently featured in LBB Online’s The Work That Made Me series. The interview ex...
The best food and beverage marketing agencies in North America fall into three distinct categories: performance marketing agencies, digital and social ...
How should brands use these frameworks? Brands should use these frameworks to choose the right strategic system for the problem they are trying to sol...
Food is one of the last truly shared cultures left. Not "content." Not "community." Culture. The brands that win don't just advertise into it. They de...
Challenger brands don’t become category leaders simply by being louder, scrappier, or more creative than the incumbents. They do it by making a small n...
In today's hyper-connected world, cultural backlash is a significant threat to brand stability. Cultural backlash occurs when a brand's messaging, acti...
Relevance isn’t just about chasing trends. It is the disciplined practice of maintaining emotional significance in a changing world. To achieve this, ...
Most brands “tell stories.” Very few tell stories that reshape the category. That takes narrative design—built on tension, cultural truth, and a spine ...
Constraints don’t kill creativity. They force it to get sharp. Budgets. Regulations. Naming rules. Category sameness. These aren’t roadblocks—they’re ...
Economic empathy is a marketing approach where brands acknowledge and respect the financial realities of their consumers without exploiting their hards...
Awareness doesn’t build brands. Repeat usage does. A behavioral strategy for CPG launches focuses on designing specific consumer habits rather than ju...
Social Strategy for Food and Beverage Brands Most food brand social fails because it gets treated like a posting calendar. The brands that win treat ...
The Restaurant and Food Creator Operating System Most restaurant influencer programs fail for one reason: they’re one-offs. A free meal. A post. A sh...
Influencer & Creator Strategy for Food, Beverage and Lifestyle Brands Creators are not media placements. They are trust vehicles. For food, beverage,...
Restaurant Social Menu Architecture & Content Engineering If your menu is the product, your social should act like a menu discovery machine. Most res...
The consumer packaged goods (CPG) landscape in 2026 is defined by a creative tension between rapid technological acceleration and a deep consumer cravi...
QSR Rebrands That Actually Work: What Restaurant Brands Should Change and What They Should Protect In 2026, the Quick Service Restaurant (QSR) landsca...
Choosing the right agency for a food, beverage, or QSR brand is not a design decision. It is a growth decision. The wrong partner can give you a clean...
Why Strategic Sacrifice, Radical Focus and Relentless Commitment Matter In every category, there are brands with more money, more distribution, more s...
For challenger food, beverage, and CPG brands, packaging is often where the brand either comes into focus or falls apart. That is because packaging is...
Challenger brands are usually not built by accident. They begin with a sharper instinct, a more defined point of view, and a clearer sense of what the...
Most brands do not lose their shape in one dramatic moment. They lose it gradually through a series of reasonable decisions that make short-term sense ...
A lot of brands do not have an execution problem. They have a clarity problem. From the outside, that can be easy to miss. The team is active. Campai...
The Challenger Brand Positioning Playbook: How to Build and Protect a Sharp Market Position Historically, market share in the consumer packaged goods ...
Why an Independent Creative Agency in Canada Dominated North America at WINA 2026 In June 2026, the global advertising community saw a definitive shif...
