Every Thanksgiving, Club House focuses on nostalgia and tradition in campaigns for one of the strongest sales periods for the brand. To offer a new approach, North leaned into the sensorial experience of the holiday and developed “Culinary Soundscapes,” the brand’s first-ever audio cookbook, narrated by beloved Canadian comedian Gerry Dee.
Providing an audio journey through a Thanksgiving meal, the cookbook features classic recipes from the Club House archives and from family favourite Canadian submissions as part of a national contest.
To drive awareness, North leveraged Gerry’s popularity to secure earned broadcast opportunities with some of Canada’s top outlets and facilitated interviews with contest winners, tapping into local media across the country. Bringing the sensorial elements of the campaign to social media, North also partnered with foodie creators on ASMR Thanksgiving content.
As a result, we garnered more than 60 million impressions, exceeding our KPI by more than 20 per cent.