Canada’s Best Brands 2017: The Top 25

This year’s Top 25 Brands include several social good giants including WestJet and Tim Hortons.

Each year, Canadian Business conducts a national survey to ask Canadian consumers for their opinion on which brands are winning their hearts, minds and—most importantly—wallets. This list shows not just which companies have name recognition, but which ones are truly resonating in the marketplace.

How we create this ranking: The list of the 25 Best Brands in Canada is the result of a survey of a nationally representative sample of 1,503 Canadians by Rogers Consumer Insights Team. Performed online in July 2016, the poll sought opinions on five key aspects of a company’s reputation (the quality of its products and/or services; its customer service; its commitment to innovation; community involvement; and the person’s overall view of the brand) from people who profess familiarity with the brands. The individual results are then compiled, based on a weighted ranking of the responses, into a single score for each brand. In order to be considered for the list, a brand must have originated in Canada, have a broad consumer profile and have a significant presence in two or more regions across the country.

Source: Canada’s Best Brands 2017: The Top 25

Tim Hortons Smile Cookie campaign raises $7.2 million for local charities

The results are in and they’re impressive! A whopping $7.2 million raised in Tim Hortons annual ‘Smile Cookie’ campaign. New this year were car decals and a Snapchat filter customers could use to share their selfies.

Tim Hortons is spreading brighter smiles with a total of $7.2 million raised in this year’s Smile Cookie campaign. During the week-long initiative, Guests who purchased a freshly baked chocolate chunk Smile Cookie for $1 had the full amount donated by the Tim Hortons Restaurant Owner to support more than 460 local charities, hospitals and community programs across the country.

Source: Tim Hortons Smile Cookie campaign raises $7.2 million for local charities

Always Celebrates International Day of the Girl

Always continues its long-standing support of girls’ empowerment with a new grant to the Canadian Women’s Foundation’s Girls’ Fund.

To mark UN Women International Day of the Girl, Always is committing its support to the Canadian Women’s Foundation’s Girls’ Fund to help one thousand girls, ages nine to 13 via 22 organizations in 44 communities across Canada. This grant supports programs that encourage girls to participate in sports and physical activity, explore science and technology, develop critical thinking skills and take on leadership in a supportive all-girl environment and engage their bodies, minds, and spirits to Keep Playing #LikeAGirl.

Source: Always® Celebrates International Day of the Girl with Confidence and Encourages Girls to Keep

CitiFinancial and Food Banks Canada: A Commitment that Shapes Our Company

CitiFinancial is pleased to be entering its sixth official year of partnership with Food Banks Canada. This relationship began at a grassroots level in 2006 with employees participating in volunteer events held at their local food banks, and developed into an official nationwide partnership in 2010. Since then, CitiFinancial’s support of Food Banks Canada has resulted in over 50,000 lbs. of food donations, more than 6,000 employee volunteer hours and almost $430,000 toward the fight against hunger in Canada.

Source: CitiFinancial and Food Banks Canada: A Commitment that Shapes Our Company

Help us give away another $1 million


Aviva Canada is pleased to announce that voting for the 2016 Aviva Community Fund (ACF) competition begins today. Over the past 18 days, ACF has received over 450 incredible ideas for positive change in communities all across Canada. Voting opens at 12 pm ET today and continues until October 28 at 4 pm ET.

Source: Help us give away another $1 million

Charity calls on Canadians to wear pyjamas to work | Marketing Magazine

Canadians are being asked to wear their pyjamas to work or school on Nov. 4 to help provide better the lives of children around the through a good night’s sleep.The first-ever Sleep Day will raise funds for Sleeping Children Around the World, a charity that provides bedkits to children in developing countries.The charity is requesting a donation of $5 for corporate participants and $2 for students to wear their pyjamas the day of the event, and post photos and updates on social media using #SleepDay.

Source: Charity calls on Canadians to wear pyjamas to work | Marketing Magazine

Manulife takes a swing at empowering Canadians

Manulife has launched what it describes as its biggest national marketing effort ever, with the latest phase of its push around Vitality, a new life insurance program that rewards customers for making healthy lifestyle choices.

The campaign first began at Toronto’s Yonge-Dundas Square in late September, where Toronto Argonauts legend Michael “Pinball” Clemons invited people into a makeshift boxing ring to spell out what they live for by hitting a keyboard made out of punching bags.

The activation, which was documented in an online video, was based around the idea of staying healthy for the things you live for – be it your family, your pets, your community or Sunday dinners. The activations also included free bike tune-ups and giveaways from stress-relievers to pedometres to healthy snacks from apple carts around the square. A similar activation was also done in Montreal, featuring Canadian women’s hockey coach Danièle Sauvageau and Olympic figure skater Joannie Rochette.

Source: Manulife takes a swing at empowering Canadians

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U by Kotex aims to end the period stigma | Marketing Magazine

In a clever new campaign, U by Kotex aims to change the conversation and engage young women about stigmas facing women’s menstruation.

U By Kotex is doing more than selling pads and tampons with its latest campaign. The feminine care brands wants to “challenge the myth” that women feel and behave a certain way because of their periods, not because of who they are.The brand released an online video of a “social experiment” that challenges the stigmas surrounding menstruation. Men and women were invited to watch a live performance in Toronto, and then were asked which of the women in the scene had her period.

Source: U by Kotex aims to end the period stigma | Marketing Magazine

Rethinking tea and sympathy » strategy

In a super-smart play, Rethink Breast Cancer has launched a line of co-branded (donated) products that make for helpful gifts for women going through cancer treatment. Aligned with Rethink’s self-case guidelines, these products provide an honest and pithy alternative to flowers and shallow greeting cards.

It’s a major understatement to say that facing a cancer diagnosis and the treatment that follows is tough. And despite the good intentions of loved ones, sometimes sending flowers isn’t all that useful. Rethink Breast Cancer is tackling that with its new Give-a-Care product line, launched in September and aimed at providing helpful gifts, while teaching the loved ones of women facing cancer a little more about what it’s really like.The products are co-branded with companies that donated them, including Aveda, H&M, Pluck Teas, Leaves of Trees and more. Some products were developed especially for the Give-a-Care line, while others were customized from products already favoured by women in Rethink’s network.

Source: Rethinking tea and sympathy » strategy