Good Earth Coffeehouse and Canada Beef have hired Calgary-based Brookline Public Relations as their Canadian AOR.
Calgary-based Good Earth Coffeehouse, which has more than 40 locations, is “very strong in Western Canada but is looking to make a foothold in Eastern Canada,” says Shauna MacDonald, Brookline principal and founder. The coffee chain opened its first store in Ottawa during the summer and aims to open additional stores in Eastern Canada.
Brookline has been hired to build Good Earth’s profile across Canada and to provide media and social relations and event management support for new café openings.
It is also providing communications and digital support for a brand awareness campaign for Canada Beef, which is based in Calgary. Brookline will be executing media relations, consumer activations, internal communications and digital strategy for the national organization, helping to build Canada Beef’s profile in Canada and around the world.
The agency’s other national accounts include Cococo Chocolatiers (owners of Chocolaterie Bernard Callebaut), the Sheldon Kennedy Child Advocacy Centre, Jack Daniels and the Canadian Alliance to End Homelessness, for which it helped launch the 20,000 Homes Campaign in Toronto. Brookline is also helping build awareness for country music superstar Paul Brandt’s Canadian tour.
“What’s really nice about Western Canada and particularly Alberta is that there are a lot of headquartered companies here,” adds MacDonald, noting the agency has also done work for major Calgary-based corporations like Westjet and Shaw Communications.
While Toronto remains the mecca when it comes to clients seeking PR firms for national accounts, “I believe there’s a shift happening.” Smart, creative communications programs can be executed anywhere in Canada, she says and “the days of being a Calgary-only PR agency is a thing of the past.”
Brookline was founded in 2004 and has 15 employees.
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