At South St. Burger Co. every item on the menu is designed to be “Best in Category” – offering not only top quality ingredients, but the best taste as well. Our latest refresh of the South St. website helps the customer clearly understand this point of difference.

From naturally raised, 100% pure beef to fresh cut onion rings, serving real food with outstanding flavour is what sets South St. Burger Co. apart. To date, we have helped South St. launch 12 locations, and South St. Burger Co. is more focused than ever on ingredient quality, simple cooking methods, the customer experience and their obligation to operate responsibly and conscientiously. South St. Burger Co. is involved in each step of the process, from “farm to fork” to ensure that their mandate is fulfilled.

South St. Burger Co. believes that better beef really does make better burgers; that’s why they buy their beef from small co-op farms that practice conscientious and natural farming. The beef has no hormones, antibiotics, preservatives or filler. And, like the fries, these patties are fresh, not frozen. They are flame grilled and made to order giving them a juicy, home-made taste, and served on your choice of regular or whole wheat bun, which are baked locally and delivered daily. But it’s the company’s vast selection of toppings that truly makes it stand out. With a variety of real cheeses and over 25 free condiments, including unusual items like guacamole, wasabi mayo and mango chutney – your burger will be unique and outstanding.

For the complete South St. experience, add an order of New York Fries, signature poutine, or onion rings. All are hand made in-store from fresh ingredients and cooked in trans fat free sunflower oil. Hand-scooped milkshakes are made with premium ice cream from a local dairy. Side orders are treated with the same respect as the burger. Because of this, South St. Burger Co. believes it is unmatched in the Canadian burger business.

Telling customers about the food is only half the story.
When you eat at South St. Burger Co., you’ll get more than just good food — you’ll get a good feeling, too. Here’s a sample of the areas they impact:

• They use 100% clean, renewable electricity for five of their stores from Bullfrog PowerTM, reducing their stores’ environmental impact.
• Purchase local ingredients. Their beef, buns, potatoes, chicken, cheeses and ice cream, are all purchased locally; reducing their carbon footprint and supporting local farms and businesses.
• Employ grill hoods with high technology heat exchange ventilation systems so their heating requirements are reduced by more than 300 cubic meters of gas per month, with a carbon savings of 6.84 tonnes per year, per store.
• Use LED bulbs as 50% of their store lighting requirements, saving 4,400 KwH annually and reduces carbon emissions by 1 tonne, per store, per year.
• Use environmentally friendly, non toxic cleaning products and post-consumer recycled paper products wherever possible and practical.
• Changed to air-cooled ice makers from water-cooled ice makers eliminating 2,600 litres of water per day or 950,000 litres (950 m3) in a year, per unit.
• Installed a solar-powered water heater and solar electric panels in 2 restaurants so far, with plans to add more.
• South St. Burger Co. is committed to its support of both local and international charities and to continuing their efforts to reduce their footprint on the environment.

So while we have been busy designing their restaurants and shaping the customer experience, the folks at South St. have been working hard to deliver best in category food and limit their impact on the environment. Check it out at http://southstburger.com/.

Summer’s back and so is our annual edition of beer wars. Reminiscent of the hip hop wars between Tupac and Biggie, this year’s matchup has the East Coast throwin’ down against the West Coast. It’s Keith’s versus Kokanee and here to break down this battle of the nationally-available brews is Justin Kingsley, VP special operations at Montreal-based Bleublancrouge and Sharon MacLeod, brand building director, Dove and skin care at Toronto-based Unilever Canada.

From the Westside: Kokanee

Ding dong, the Ranger’s dead. That’s the reality Kokanee had to face when it was developing a response to last year’s “Ranger Live or Die” effort. How fitting that the new positioning focuses on living in the moment and enjoying life to the fullest – an attitude that consumer insight told the brand was a key component to the active western Canadian lifestyle.

“We developed it absolutely with our target consumer in mind,” explains Richard Fortin, national marketing manager for Kokanee. “Kokanee’s a brand that’s adventurous, lively, youthful, exciting, from B.C.’s mountains, and ‘It’s all About Now,’ brings that to life.”

The new push is delivered with a 30-second TV spot (airing only in Western Canada) also appearing in cinemas, online ads including 15-second video pre-roll and a redesigned website, Kokaneebeer.ca. The creative by Toronto-based Grip is an idealized, visceral depiction of the western Canadian lifestyle, shot from the viewer’s POV.

Kokanee also updated its packaging with help from Kokanee drinkers and beer enthusiasts who had their say via Facebook. Three shortlisted options were put up on the brand’s fan page and elements from the resulting fan feedback were incorporated into the final design.

From the Eastside: Alexander Keith’s

Keith’s newest campaign has the brand doing something different, leaving behind the Maritime Man and the talking bust, to get back to consumer insight basics. Determining that authenticity is what’s relevant to consumers these days, and borrowing from the idea that Alexander Keith held true to his beliefs when it came to brewing beer, Keith’s came up with its new “Hold True” positioning.

“We’re not so focused on getting the laughs as we are with generating the emotional bond with the consumer,” explains Jamie Humphries, marketing director for Alexander Keith’s. “And I think on that level this campaign is working the hardest.”

The creative, which was developed by Toronto-based Publicis, is centred on two 15-second TV spots that focus on gents who’d rather stay true to themselves through simple choices like refusing to pop their collar in an attempt to look cool or acting like “Mr. Popular” by talking on their cell phones at the pub.

On top of online video, static ads and cinema spots, this new Keith’s effort includes a refreshed, more contemporary look to its packaging that still holds true to the brand’s heritage. Keiths.ca was also redesigned to reflect the new packaging and positioning while focusing more on the story of Alexander Keith and the variety of Keith’s beers.

OVERALL STRATEGY – Keith’s vs. Kokanee

Kingsley: The problem is that these campaigns are less Biggie Smalls against Tupac and rather MC Hammer going up against Young MC. Kokanee, for example, doesn’t give the West Coast feel it promises. It delivers party, bikini and extreme sports for a very, very, very cooooold beer, which makes it very Coors Light. Keith’s on the other hand, while not introducing anything earth shattering with its work, stays true to, well, staying true.

MacLeod: There is nothing more authentic than the Maritimes – the Keith’s strategy fits for this down home beer. And if the target gets even an inauthentic whiff from a friend, he calls BS on him. Kokanee’s gets to the core of what is the “desired state” for this guy: adventure, living in extremes and doing it now. A very motivating strategy.

KOKANEE’S NEW PACKAGING

Kingsley: The packaging looks refreshing and coooold, but the ad has bedrooms, bike trails and hot tubs. Where is “glacier fresh” in the ad? It does make me thirsty; they get a thumbs up for trying to get the people involved using social media, but again, where’s the glacier?

MacLeod: The packaging definitely owns its space of “extreme mountain adventure.” The case design looks like a cold beer in the mountains. How much more perfect could it be?

KOKANEE’S ADVERTISING

Kingsley: They missed the bus. They missed the bus. Get it? Okay then… The fast-paced Kokanee lifestyle doesn’t come across legitimately. It feels like it’s trying too hard. Watching the spot made us feel like Tupac is kicking eight balls instead of taking hits from the bong. Very Vanilla Ice.

MacLeod: Any guy who has been as far west as Blue Mountain will love the ad. He experiences his ideal weekend boiled down. It’s incredibly exciting to watch.

KOKANEE’S WEBSITE

Kingsley: It’s the best part of the campaign. It’s packaged rather slickly, definitely reflects the ad, there’s lots happening and it allows the surfer to witness the brand promise. A nice job. And aside: lots of girls in bikinis, which both Tupac and Biggie liked, but [didn't] respect. So maybe one day, beer brands will showcase some Missy and Mary J. kind of women instead of big booty hoes.

MacLeod: You feel like you are there, literally waking up for a wild adventure. The Mountain Bashes featured on the site tell it all.

KEITH’S NEW PACKAGING

Kingsley: They did a nice job differentiating between the three brands. In addition, the old-school look is consistent with the rest of the campaign; the blanche looks very drinkable and, as DJ Nico here said, “looks like it tastes good, which is good.”

MacLeod: The packaging has a retro feel. It is a great accessory in the hand of a guy who values authenticity, and most do.

KEITH’S ADVERTISING

Kingsley: The spots trigger a reaction from the consumer right off the bat. The characters are clear, the spots are well written and curiosity gets the better of you. In addition, there is a consistent beat from spot to spot. Definitely East Coast.

MacLeod: The advertising isn’t particularly funny and is very passive, particularly for the target. Says more about what Keith’s isn’t than what it is.

KEITH’S WEBSITE

Kingsley: There’s lots of info, as promised, on Keith’s website. There’s background, a brewmaster and a connection to the core Keith’s drinker. What’s missing is a connection to the TV spots. No bridge, which is unfortunate. Makes the strategy kinda Swayze.

MacLeod: The website screams authenticity and heritage, giving the brand real credibility. The only trouble is, not many people are likely to see it based on the other elements.

GLOSSARY

They missed the bus = A reference to the track “I Missed the Bus” (1992), performed by the rap group Kris Kross.

Swayze = A reference to actor Patrick Swayze in Ghost, a metaphor for invisible, or, to leave or disappear.

Big booty hoes = The scantily-clad women typically seen gyrating in rap videos, that also happen to have large derrières.

New advertising creative by Kokanee launched this week with a big nod to Western Canadians’ penchant for life in the moment. The new campaign, “It’s all about now,” follows last year’s “Ranger Live or Die” initiative, which saw more than 600,000 consumer votes and the ultimate demise of the Ranger. The new campaign is vastly different from the Ranger’s humour- and cast-driven creative. The new high-energy push reflects Kokanee’s brand positioning and the active lifestyle of Western Canadians.

The creative was developed by Toronto-based Grip, with media handled by M2 Universal. Thirty-second TV spots and 15- and 30-sec cinema spots airing in Western Canadian markets only, are scheduled to launch during hockey this week. The 30-second TV creative is, according to Grip creative partner Scott Dube, “a visceral depiction of what Western Canadians told us they aspire to be. Everything is filmed from the consumer’s point of view – so it really allows our target to imagine themselves in the spot and experience everything first-hand. There’s so much energy, you can’t help but want to run outside and grab a snowboard, ride a bike or even shoot hoops.”

Online, 15-second pre-roll ads will also run. “We know that our consumer is spending more and more time online,” Richard Fortin, national marketing manager, Kokanee tells MiC, “so in an effort to reach our target consumer, we have a very comprehensive online buy.” The campaign has two five week flights – now and in the fall – for TV; cinema has an eight-week flight in the late summer early fall, and its online component will run throughout the year.

Kokanee is also changing its packaging in conjunction with the new campaign – with Facebook fans responsible for the final design. The top three designs from numerous rounds of consumer research were posted for Facebook feedback, with hundreds weighing within a two-month time period. Based on the feedback and in conjunction with its own research, the packaging, which hasn’t seen a facelift since 2002, now features contemporary graphics, featuring an energetic “snow kick” on the classic Kokanee glacier.

Oh, and don’t forget, this Sunday, for Father’s Day, if your kid buys a burger then Dad gets one for free. mmm… burger.

You can learn more about South St. at http://www.southstburger.com/

WWF says “Millions of Canadians will turn off their lights on March 28th for Earth Hour in support of action on climate change. We hope to make Earth Hour even bigger this year but we need your help! Earth Hour 2008 in Toronto. Turn off your lights on Saturday March 28, 2009 at 8:30 pm. Millions of Canadians will turn off their lights on March 28th for Earth Hour in support of action on climate change. We hope to make Earth Hour even bigger this year but we need your help! Encourage your friends and family to participate. Get your business or workplace involved. And don’t stop at turning off the lights. Think about what else can be done to reduce your footprint like taking transit, unplugging unused electrical appliances and washing your clothes in cold water. The list is endless and your action will make a big difference.”

Carey Toane of Strategy Magazine says “Unless you’ve been living under a rock, there’s no need to explain that the poster to the left is the work of street artist Shepard Fairey. The “Vote Earth” concept designed for Earth Hour ‘09 is easily linked to the artist’s “Hope” portrait of Barack Obama.
Commissioned by Leo Burnett and WWF, the poster will appear in Canada in a PSA, wild posting and online as part of the first global marketing effort since Earth Hour was born in Australia three years ago, says WWF-Canada president Gerald Butts. “This is the one opportunity that citizens all over the world have to come together and say ‘We’re concerned about climate change,’” he says, adding that the goal is to get one billion participants this year. “Shepard very cleverly picked up on the ‘light switch and vote’ concept and indicated that [this] is your way of voicing your vote on climate change.”
The hope is that Fairey fans will literally steal the poster – although it’s also available for download from Wwf.ca/earthhour – and get the message to turn off their lights for one hour at 8:30 p.m. on March 28. “It’s a quintessential viral campaign,” says Butts, adding that 10 million Canadians spent an hour in the dark last year – more than any other country. ”

“Cascade today announced the release of Cascade Green – a low carbohydrate, preservative free, 100% carbon offset beer.
Cascade Green, a full flavoured Lager, has been brewed entirely at the Cascade Brewery from locally produced ingredients. Packaging has been designed to minimise Greenhouse gas emissions, including a light weight glass bottle featuring a high recycled content. The 100% recycled carton has been printed with two-colour biodegradable vegetable inks.
“Environmental sustainability has long been important to Cascade Brewery. We’ve made improvements to our operations over the last ten years and we’re committed to doing more. We’re really excited to be launching Cascade Green and in doing so, provide Australian drinkers with a greener beer choice that tastes great,” said Cascade Marketing Manager, Ben Summons.
The greenhouse gas emissions associated with Cascade Green are offset. Cascade Green has achieved Australian Government Greenhouse Friendly certification and is among only a handful of products approved under the Greenhouse Friendly Program (GFP). Cascade Green has undergone an extensive, independently verified Lifecycle Analysis and also has an Emissions Monitoring Plan in place to meet the ongoing commitments required of GFP members.
“Reducing our carbon footprint makes good business sense”, said Foster’s Sustainability Manager, Scott Delzoppo. “The work completed to understand and reduce the carbon footprint of Cascade Green is an important input into our continuing group efforts to reduce our global greenhouse gas emissions.”
Cascade Green has initially purchased certified carbon offsets for the Hobart Landfill Flare Facility, approved under the GFP and developed by AGL Energy Services, and will continue to purchase offsets on an ongoing basis.”

Source: The Dieline