4 Trends Defining Fall Marketing in Canada (and One Dog Wedding)

From nostalgic rituals to purpose with proof, this season’s smartest campaigns are hitting emotional notes and local markets.

September 17, 2025

In partnership with

Hey friend,

As routines shift and cooler weather rolls in, Canadians are looking for meaning, comfort, and connection, and the smartest brands are meeting them there. From nostalgia-led campaigns to hyper-local moments that spark joy, marketing this fall is feeling more personal.

And in Halifax, it’s also feeling a little quirky (in the best way possible).

Coming Up

What’s Driving Fall Marketing in Canada Right Now

Fall in Canada isn’t just about changing leaves (though Fall does look very good on Canada), it’s about shifting mindsets. As routines return and cooler weather sets in, consumers are craving comfort, relevance, and connection. The smartest brands aren’t just chasing seasonal trends; they’re tapping into something deeper. Here are the themes shaping Canadian marketing this fall, and how to make them work for you.

1. Nostalgia Still Wins

Fall is an emotionally loaded season: sweater weather, changing leaves, familiar routines, and comfort food all carry memory and meaning. The smartest campaigns are tapping into those seasonal signals to spark recognition, belonging, and a sense of “home.”

The key here isn’t just retro aesthetics, it’s emotional memory. Whether it’s the ritual of returning to a favourite café, the first frost, or the soundtrack of back-to-school, fall invites brands to show up in ways that feel both timeless and timely.

How to respond:

  • Resurface heritage campaigns or archive visuals with a seasonal twist

  • Use familiar fall cues: cozy textures, warm drinks, school supplies, comfort meals

  • Anchor messaging in emotion and routine—not just product features

2. Local Is the New National

As Canadians settle into fall routines, they’re tuning in more closely to what’s happening in their own communities. From neighbourhood festivals to local makers, there’s growing momentum behind brands that show up here, not just everywhere.

This isn’t about waving a maple leaf, it’s about relevance at street level. Fall campaigns that feel grounded in place, people, and proximity are more likely to earn trust and attention.

How to respond:

  • Show up at local events or partner with community organizations

  • Spotlight real people—whether they’re customers, collaborators, or creators

  • Use regional targeting to make your messaging feel personal and placed

3. Purpose Matters, But Must Be Proven

With the season of giving on the horizon, Canadians are paying closer attention to what brands stand for, not just what they sell. Values like sustainability, equity, and transparency aren’t nice-to-haves, they’re part of the decision-making process.

But here’s the catch: purpose needs proof. Today’s consumers can spot the difference between performative messaging and meaningful action. If it feels hollow, it won’t land.

How to respond:

  • Show don’t tell. Let your values come through in real actions and partnerships

  • Back causes that align with your brand and your customers

  • Make purpose part of the product journey, not just the ad copy

4. Cozy Content Wins Clicks

As days get shorter and sweaters come out, Canadians naturally turn inward, toward their homes, their routines, and the brands that bring a little comfort with them. That’s why fall content that evokes warmth, ease, and togetherness is landing especially well right now.

This isn’t just seasonal aesthetics, it’s a chance to become part of how people wind down, gather, and recharge.

How to respond:

  • Share content tied to cozy rituals: slow Sundays, fall recipes, home resets

  • Group products into collections that tell a seasonal story

  • Use warmer palettes, soft textures, and ambient tones in your visuals

Ready to turn these insights into impact?
Whether you’re planning a Q4 campaign or rethinking your fall content, use these themes as your creative brief. Start small, stay seasonal, and don’t be afraid to lead with heart—Canadian audiences are ready for it.

A Dog Wedding, a Brewery, and a Brilliant Marketing Move: Joshua Counsil's Creative Playbook

What do you get when you mix clever marketing, deep community roots, and a touch of absurdity? A full-blown dog wedding.

On September 20, Good Robot Brewing in Halifax is hosting My Big Fat Dog Wedding, a first-of-its-kind event that’s exactly what it sounds like, complete with formal attire, an officiant, a reception, and yes, an afterpawty. Proceeds support Fly With Me Animal Rescue, and ticket holders get a drink, a show, and a story worth telling.

For co-founder Joshua Counsil, this is more than a stunt, it’s a strategic throwback to Good Robot’s roots in creating memorable, offbeat experiences. The idea evolved from their early “Hair of the Dog” event into something bigger through a creative practice called “plussing,” a Disney-born concept of one-upping good ideas.

“If you can drive talkability through remarkability, your advertising spend is much lower,” says Counsil. “Take a concept and turn it on its head: a wedding… but for dogs. A Valentine’s event… but for singles.”

For Good Robot, success means people talking and toasting.
It’s about generating real buzz: the kind that builds brand love and fills pint glasses. The dog wedding isn’t just a quirky stunt, it’s a signal of who they are, what they stand for, and how they show up for their community and nonprofit partners.

“This is about awareness for us and for the nonprofit. But it’s also about joy…our ethos is rooted in camaraderie and curating moments people remember.”

If you’re anywhere near Halifax on September 20, we strongly recommend crashing this wedding. Get your ticket!

And see Joshua when he hosts SocialEast on September 25 and 26! Join the waitlist.

SNMA Webinar Calendar

Fall webinars in the SocialNext Marketing Alliance:

Wednesday, September 17 | 10 AM MST/12 PM EST
The New Rules of Marketing – How to Eliminate Blind Spots and Move Before the Market
The old playbook is lagging behind. Consumer habits are evolving fast, and your dashboards are still catching up. Join RightMetric Co-CEO Charlie Grinnell for a strategy-forward session on anticipating change, spotting early signals, and making confident decisions before your competitors do.

Wednesday, October 1 | 10 AM MST/12 PM EST
The $8.9 Trillion Blind Spot: Why Marketing Starts Inside
Strong campaigns start with clear teams. Communications strategist Cerys Thompson dives into the invisible drivers of success, from internal clarity to cross-functional alignment, and shares the must-have checklist every marketing team should run before launch.

Thursday, October 2 | 11 AM MST/1 PM EST
SNMA Interviews: Christina Garnett on the New Rules of Brand Loyalty
What does real loyalty look like in a crowded digital world? In this SNMA exclusive, Mike Morrison sits down with CX strategist and author Christina Garnett to explore how emotional connection, not just conversion, is powering the next era of brand growth.

SocialNext Events Roundup

SocialEast has officially sold out, but that doesn’t mean you’re out! Join the waitlist or snag a ticket to HeyOrca’s Pre-Conference Session: How to Turn Social Media into a Community Engine from the SocialNext Store.

If you wear a lot of hats, SocialPacific was built with you in mind. From content to campaigns to client demands, this one-day event is packed with real strategies for marketers doing real work. Join us October 30 in Vancouver for a full day of insights, ideas, and in-person connection.

Canadian Marketing & Business Weekly Brief

Tim Hortons + Canadian Tire = Loyalty Power Move — Two of Canada's most iconic brands just dropped a big one: a loyalty integration that merges reward programs and customer data. It's a major move for cross-brand marketing, and could change how Canadian consumers experience points, perks, and retail personalization.

Canada Post Strike Incoming? — Postal workers are gearing up for a possible partial strike, with major implications for ecommerce, direct mail campaigns, and national shipping. If physical fulfillment is in your Q4 stack, it's time to prep a plan B.

Calgary’s Business Moment is Real — The Canadian Business Leader Awards just wrapped in Calgary, and they weren’t just symbolic. Alberta’s growth curve is real, and this spotlight confirms Calgary’s rise as a centre of Canadian innovation and leadership.

Red Tape is Choking East Coast Business — New data from CFIB shows that excessive regulation is one of the biggest growth blockers in Atlantic Canada. If you’re working with public sector orgs in the region, expect longer lead times and lean into messaging around efficiency and ease.

Wise Isn’t Holding Back — The fintech brand just launched a head-on campaign against Canada’s Big Banks and it’s sharp, loud, and direct. If you're a challenger brand, this is how to go for market share without losing credibility.

Cracking Is Showing Up Everywhere — Egg Farmers of Canada is back with a new platform: “Eggs Everywhere”, their first work with Rethink. The campaign is anchored in TV, out-of-home, influencer marketing, and a pop-up sampling tour, all designed to reframe eggs as more than just a breakfast food.

Canadians Are Torn at Checkout — A new PwC report shows a rising tension: shoppers want to buy Canadian, but not at any cost. Local loyalty is strong, but price sensitivity is stronger. Marketers need to get sharper about proving both value and values.

Find your next winning ad creative in seconds with AI

Most AI tools promise you thousands of ads at the click of a button. But do you really need more ads—or just better ones?

Kojo helps you cut through the noise. We analyze your paid social data to uncover the ideas with the highest chance of success. Then, our AI predicts which concepts will perform best, so you don’t waste budget testing what won’t work.

Instead of drowning in endless variations, Kojo sends your best idea straight to a real human creator who makes it engaging, authentic, and ready to win on social. The entire process takes less than 20 seconds, giving you certainty before you spend and better performance without the waste.

Why gamble on guesswork or settle for AI spam when you can launch ads proven to work, made by people, and backed by data?

Coast-to-Coast Job Postings

Follow Marketing News Canada on LinkedIn for cross-Canada job round-ups every Friday.

Have a great story or big news to share?
We’re always looking for fresh campaigns, smart strategies, and standout wins from Canada’s marketing community. Send us your news at [email protected] and you could be featured in an upcoming edition.

Thanks for reading and being a part of the MNC community!

We’re so happy you’re here.

Marketing News Canada

Reply

or to participate.