For the launch of Strays, a new comedy series on CBC about the day-to-day life of animal shelter workers, Eat It Up Media partnered with Initiative to break through the cluttered content landscape by deploying fully branded (and first-to-market) ice cream trucks across Canada, serving animal-safe ice cream to excited four-legged participants and their owners.

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With nearly 30% of Canadians adopting a new pet during the pandemic, pet owners were critical to building the series’ fanbase. Focusing on locations where dogs would go on their daily walks, each ice cream truck surprised and delighted participants for a total of 12,000 pups served throughout the campaign. The Toronto truck also paid a visit to the Humane Society, offering treats to adoptable dogs alongside the show’s star Nicole Power.

The pupversiting campaign, as a whole, reached 8M+ dog owners (doubling planning impressions), 3,000+ social media posts on Instagram with thousands of social engagements, and over 8,300+ CBC Gem application instals driven by the series promotion.

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