DenTek, which makes oral care products for dental health, has hired OverCat Communications as its Canadian public relations agency of record.
Toronto-based OverCat will provide consumer activation, media relations strategy and execution to DenTek, as the company aims to build its presence in Canada.
The mandate kicked off with a “tooth fairy” sampling program at the Taste of the Danforth festival earlier this month in Toronto, in which ambassadors dressed as tooth fairies handed out 21,000 floss pick samples during the weekend event.
OverCat first worked with DenTek on a project basis about three years ago and was hired at the time based on an agency review, says Audrey Hyams Romoff, president of OverCat Communications. “They took a bit of a hiatus and when they decided to up the ante in Canada they came to us and hired us as agency of record.”
OverCat has also been retained by Olsen Europe to manage public relations for the women’s fashion label’s fall 2015 campaign. The agency has been working with German-based Olsen on a project basis for several years.
The fall program will consist of a media tour in Toronto, Montreal and Vancouver in October with Lynn Spence, a regular style and fashion expert on City TV’s Cityline. “She resonates very well with the Olsen customer,” says Hyams Romoff, noting it’s the first time Olsen has done something of this magnitude in Canada.
