Marketing News Roundup: September 02, 2022

Today we feature a round-up of some big events and recent industry happenings.

• Vistar Canada Looks at Tailoring Media Mix for Max Engagement
• Twitter Tests New Edit Tweet Feature with Twitter Blue subscribers in Canada
• Coors Light Won’t Give Up On the Last 20% of Summer
• International Delight Launches New Campaign to Get Pumpkin Spice into the Hands of Canadians
• Pluck Teas takes on Award Winning Baker, Gavan Knox for Ontario Peach Season Promotion

Read more below!

Vistar Canada Looks at Tailoring Media Mix for Max Engagement

As some brands tighten budgets in response to a looming recession, identifying efficient tactics to get the most out of advertising dollars is critical. Combining mobile with programmatic digital-out-of-home is the perfect mix for reaching on-the-go consumers throughout the day and offers invaluable benefits to marketers.

Vistar Canada has been looking at the ways consumers engage with content. It was found that consumers are 46% more likely to engage with a brand on mobile when previously exposed to digital-out-of-home marketing. Brands have also seen a 303% lift in reach achieved when digital-out-of- home is added to an existing mobile or web campaign.

Other noteable data points include:

• 73% of consumers follow an omni-channel purchase journey (compared with 7% who are purely digital)
• By 2026, the DOOH market is expected to grow by 10.35%
• 66% of omni-digital decision-makers activated new DOOH campaigns within the last 18 months
• Mixing mobile and DOOH marketing allows brands to reach consumers in advance of their purchase journey, which is critical as we know 50% of personal care shoppers plan their purchases a few days in advance, and more than 25% plan these buys weeks or months ahead of time

Twitter Tests New Edit Tweet Feature with Twitter Blue subscribers in Canada

Earlier this year, Twitter shared that one of our most requested features, the ability to edit Tweets, would become a reality. Now, we’re ready for the next step with several Canadians getting early access to this feature!

Twitter has now announced that Edit Tweet is now being tested by teams internally and then with a select group of people, including Twitter Blue subscribers in Canada and the three other markets where Twitter Blue is currently available (Australia, New Zealand & the U.S.).

As part of the test, Canadian Twitter Blue subscribers may start seeing the Edit Tweet feature as early as late September 2022.

Full details can be found on the blog.

In this test, Tweets will be able to be edited a few times in the 30 minutes following their publication. Edited Tweets will appear with an icon, timestamp and label so it’s clear to readers that the original Tweet has been modified. Tapping the label will take viewers to Edit History, which includes past versions of the Tweet for context.

Coors Light Won’t Give Up On the Last 20% of Summer

Every year, Canadians disregard 20% of summer! Ignoring ⅕ of a season we clamour for all year long seems like such a waste. It’s the part of summer when kids are out of your hair, the tourists are all gone, and it’s still warm without being gross. Who would pass this up? Because while officially Canadians pack up their gear on Labour Day, unofficially, those last days of summer leading up to September 22nd can be the most chill.

While most summer-savvy brands pack up their coolers come Labour Day, Coors Light is reminding Canadians that there’s still plenty of summer to savour. Proving once again that the best things in summer are unofficial, Coors Light is refreshing summer spirits this September with #CaughtByCoorsLight, bringing the chill - and a chance to win exclusive prizes that can help you squeeze every last second out of the season.

To reclaim that precious 20% of summer that Canadians don’t savour, Coors Light is asking you to show us your friends who have fallen for fall trends too early and help you save them from premature autumn by refreshing their summer spirit before it’s too late. Note: symptoms of “falling for fall” too early may include pumpkin spice anything, decorative gourds, blanket scarves, or, even worse, watching Halloween movies in September.

To get involved, Coors invites customers to tag #CaughtByCoorsLight and Coors Light Canada on Instagram or Twitter content - OR use the Coors Light Canada Instagram Reel audio and tag Coors Light Canada. Participants will be entered to win prizes that can power prolonged summer experiences leading up to the official last day of summer: September 22nd.

International Delight Launches New Campaign to Get Pumpkin Spice into the Hands of Canadians

International Delight has launched an exciting new campaign to help Canadians get more out of the cherished Pumpkin Spice season. The deliciousness of Pumpkin Spice has remained a strictly seasonal delight for far too long and this year, to get the flavour into the mugs of the masses sooner, International Delight – Canada’s leading creamer brand – decided to free the spice. Canadians were invited to head to a high-traffic downtown Toronto location to enjoy Pumpkin Spice sooner, and for less.

At the activation, consumers were invited to place their on-the-go coffee cups into an International Delight dispenser to receive a sample of the brand’s Pumpkin Spice creamer and were also given a QR code for $1 off the creamer, in-store.

The stunt will be complemented with a fully integrated campaign including TV, PR, social, influencer and broadcast partnerships, executed in collaboration with NATIONAL Public Relations, Momentum, Wavemaker and Carl Social Club. International Delight is excited to offer Canadians more of the Pumpkin Spice goodness they crave for less, while also making sure they can enjoy it earlier.

Pluck Teas takes on Award Winning Baker, Gavan Knox for Ontario Peach Season Promotion

This week sees award-winning baker Gavan Knox collaborating with Pluck Teas, an award-winning female-founded Canadian small business and tea maker, on a fantastic Instagram giveaway. Not only that, but he has also created a delicious bespoke recipe featuring Pluck Teas as a feature ingredient.

His delectable recipe for Peach Cobbler Cake combines the best of Ontario peach season with Pluck Teas “Just Peachy” tea blend, one of Pluck’s black teas. A delicious, soft, and fruity infusion featuring a full black tea character layered with luscious ripe peaches.

Knox’s recipe combines layers of warmly spiced cinnamon sponge filled with juicy Ontario peaches, peach-flavoured crunch, enrobed in sumptuous brown butter buttercream, and finished with a delectable caramel drizzle. All infused with Pluck “Just Peachy” tea blend. The recipe is typical of his baking philosophy- bringing unexpected ingredients to delicious bakes. A trait which saw him through to being the only baker representing Canada in the semi-final of Food Network Canada’s Great Chocolate Showdown (latest season)-

“I try to think outside the box – both in terms of flavours and ingredients. I’m all about bringing the unexpected! Quirky, interesting flavours and ingredients are something that I feel very passionate about. I want to make cakes and bakes which are more than just a sweet treat – I want to give people an unexpected talking point.”

Pluck Teas produce premium quality tea blends right here in Toronto for tea drinkers who value quality and sustainability. Hand-blended in small batches with several of the brand's favourite ingredients (like lavender, grapes and ginseng) grown and dried in Ontario, ensuring that the product is fresh while also reducing the brand's carbon footprint.

Knox’s and Pluck Teas collaborative giveaway began Friday 26th August.

Compiled by Emma Whiten, Editor of Marketing News Canada