Case Study
Reimagining Canadian Thanksgiving with an ASMR Cookbook
Earned Media Strategy & Media Relations
The Ask
Club House wanted to revitalize its annual Thanksgiving campaign by moving beyond traditional nostalgia and highlighting the sensory joy of cooking. The brand asked North to create a fresh, culturally relevant idea that celebrated Canadian food traditions while engaging consumers across the country in a modern, memorable way.
The Approach
North developed “Culinary Soundscapes,” the first audio cookbook from Club House, an immersive, sound‑driven Thanksgiving experience narrated by well‑known Canadian comedian Gerry Dee. The cookbook blended ASMR‑style audio with classic Club House Thanksgiving recipes and family‑submitted favourites collected through a national call for entries. The two‑phase campaign began with media outreach and social promotion to encourage submissions, followed by a national launch supported by broadcast interviews, Gerry’s social amplification, and influencer‑created ASMR cooking content. Partner support from Food Banks Canada extended reach while highlighting a Club House donation to help address food insecurity during the holiday season.
The Impact
The campaign reached audiences nationwide, generating over 60 million impressions and exceeding KPIs by more than 20 per cent. “Culinary Soundscapes” successfully positioned Club House as an innovator in Canadian Thanksgiving content while strengthening its connection to families, food culture and meaningful holiday moments.
Pieces of Coverage
Earned Media Impressions
Organic Social Impressions
Above Target
