Haiku has just unveiled a brand-new brand identity and a redesigned packaging platform, developed in collaboration with the PIGEON agency. The goal? To step away from the traditional codes of authenticity and present cooking as a truly playful and inspiring playground.
With a range of over 34 products, the brand aims to encourage Canadians—particularly those less accustomed to exotic flavors or who might be intimidated by more exotic recipes—to be more daring and explore new flavors. With its new image, the brand needed to make a strong statement to increase its awareness and ensure an impactful pan-Canadian relaunch.
To help this vibrant new brand platform shine across Canada, our team developed a media placement strategy that is both original and rigorous.
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Precise targeting: we identified and reached target consumers where they look for their culinary inspiration (digital) or during their daily commutes (out-of-home advertising);
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Engaging formats: to reflect the campaign’s playful approach, we prioritized short videos as well as banners and carousels on social media.
This synergy between bold creative work and an awareness-focused media strategy, thoughtfully designed with a real focus on business results, positions Haiku among Canadians as an essential everyday ally.
Congratulations to the entire PIGEON team for this magnificent visual identity, and to Haiku for their trust in our team!
Source: Grenier
