Trade publications have written that Zulu Alpha Kilo stands out as a ‘maverick global indie agency’ within the fiercely competitive advertising industry dominated by global holding companies. Launched in 2008 by our creative leader and founder Zak Mroueh, we’re proud that our shop has built a reputation as an industry outlier and one of the most respected independent agencies in the world.
Over the past fifteen years, we have consistently produced ground-breaking, category-defining work for our clients. How can we help do the same for your brand? Well, it all starts with how we define the business we’re in. We don’t believe we are in the digital, design or advertising business. We’re in the bravery business.
Creative bravery is what drives our decision making and it’s why our agency was founded on the belief that the world needs more creativity. Because there is just so much ineffective, badly crafted work in the world that never gets noticed, has zero impact and is a waste of a client’s budget. Our sole purpose as a company is to change that.
When you, as a client, truly embrace creativity as a competitive advantage, you will see it transform your world and your business. We’ve witnessed this numerous times before with our own clients. As a purpose-driven company, we also use our creativity to do good in the world by supporting causes we truly believe in.
In 2016, Ad Age named us small agency of the year and 2017’s International Small Agency of the Year. We were also one of Forbes Best Small Companies in 2018, The Drum’s Agency of the Year 2021 and Campaign US 2021 Independent Agency of the Year. In 2022, we were listed among the top ten independent agencies in the world in Cannes, One Show and D&AD based on a body of effective, breakthrough work. With 150 staff in Toronto, New York and Vancouver, ZAK (or Zulu Alpha Kilo in the NATO phonetic alphabet) is a magnet for top global talent.
Since 2008 we have delivered impressive results for brands like Subaru, Corona, Harley-Davidson, Booking.com, Goldfish, Coca-Cola, Whirlpool and Tim Hortons to name a few.
Want to change your world as a marketer? Let’s take a brave leap together.
Campbell’s unveils Turkeyware, showing it’s all about the sides this holiday season
Campbell Company of Canada has launched an unexpected and fun way to put its delicious side recipes at the forefront this holiday season. Campbell’s has unveiled Turkeyware, a lifelike, ceramic turkey that acts as a serving vessel for your favourite sides, underscoring the importance of side dishes at every holiday meal.
In a recent national survey of Canadians, respondents indicated that turkey is commonly served over the holidays out of expectation, not because guests demand it. In fact, 55% of Canadians (ages 25-54) revealed they preferred side dishes to main courses. To help support the desire for delicious sides, made with a variety of Campbell’s soups and broths that serve as a shortcut to making your favourite sides the main event, Campbell’s developed a new creative campaign, “It’s all about the sides”.
“Holiday hosting is overwhelming enough. We wanted to make the festive season more enjoyable for hosts and guests alike by playfully putting the focus on everyone’s favourite part of the meal—the sides,” said Mackenzie Davison, Vice President of Marketing at Campbell Company of Canada. “Campbell’s soups and broths are a great way of adding flavour to your sides and ensure the time honoured favorites can be enjoyed by all.”
The 360-campaign created by agency partner Zulu Alpha Kilo includes digital videos showcasing a realistic ceramic turkey, opening to reveal Campbell’s side dishes—Green Bean Casserole, Everything Bagel Seasoned Mashed Potatoes and Hot Honey Sweet Potatoes—just a few of the many recipes created using Campbell’s soups and broths. These videos, featured on social and YouTube drive consumers to Campbell’s signature holiday recipes that deserve a spot at the centre of the table. In store and PR efforts are also integrated, with the Turkeyware serving as a hook for earned media and influencer efforts. Over one hundred limited-edition hand painted, ceramic, Turkeyware platters were produced and consumers will have the chance to win one of their own in the coming weeks through influencer and owned social channels.
“Turkeyware is a perfect solution. Strategic, creative, silly enough to captivate just about anyone, and it stirs up a debate that’s juicer than most turkeys,” said Brian Murray, Chief Creative Officer at Zulu Alpha Kilo.
The digitally led campaign was executed as a true integrated effort. Media was planned and bought by Spark Foundry and runs through the 2023 holiday season, with in-store efforts by The Mars Agency and public relations outreach by Proof Strategies. Campbell’s soups and broths are available in grocery chains across Canada.