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When Canada Turns Blue
How the Jays’ run became a national marketing masterclass, plus stories of belonging and connection.
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Hey friend,
For the first time in more than three decades, the Toronto Blue Jays are back in the World Series, and Canada is all in.
This isn’t just a sports story. It’s a cultural moment that is uniting the country and offering brands a real-time masterclass in how to show up when emotion, identity, and timing align.
Early on, brands like Peace Collective and WestJet were quick to celebrate the moment, turning national pride into meaningful engagement. In the days since, even more powerful examples have surfaced, showing how Canadian creativity thrives when the country rallies behind a shared story.
Coming Up
One Team, Many Homes
A standout comes from West Side Studio, whose new campaign “Rogers x Toronto Blue Jays: One Team, Many Homes” captures what this World Series moment feels like.
Shot across Canada, the film tells the story of how one team connects fans in countless towns, cities, and communities. It is cinematic, sincere, and unmistakably Canadian. More than a spot, it is a portrait of national identity at a time when Canadians are ready to feel something together.
This is what smart cultural marketing looks like: storytelling first, branding second.
Beyond the Diamond
Even Toronto’s other teams, the Maple Leafs and Raptors, joined in by changing their social profile photos to blue, a simple act that reminded fans that pride and unity can transcend leagues and logos. Across the country, communities and creators are transforming fandom into connection.
The national media narrative followed. Outlets like The Guardian and Reuters framed the Jays’ run as more than baseball, describing it as a Canada versus U.S. cultural story about pride, resilience, and representation. For marketers, that is the real takeaway. Moments like this create an emotional frequency that cannot be bought, only aligned with.
Across the country, bars, cities, and brands are leaning in. Watch parties, blue-lit landmarks, and community activations are turning local pride into shared experience. The smartest campaigns are not trying to sell; they are trying to belong.
The Marketing Playbook in Motion
The Jays’ World Series run is offering marketers a live lesson in modern cultural marketing:
Speed with substance. Move fast, but only when it fits your brand.
National lens, local touch. Canada may feel like one team, but every city wants its own moment.
Story over slogan. The work that resonates, like One Team, Many Homes, comes from emotion, not messaging.
Purpose that connects. Pride, community, and contribution still carry more weight than a clever caption.
The Moment and the Lesson
Moments like this do not come often. They are unpredictable, emotional, and fleeting — which is exactly why they work. When brands listen first, move authentically, and reflect the nation’s mood instead of chasing it, the result feels earned rather than opportunistic.
As the Jays continue their run, Canadian marketers are showing what it looks like to turn a shared cultural story into something that unites and inspires.
Read our full story for more brand examples and insights:
Community Spotlight: Wilson Wong Takes on The Gathering
At this year’s Gathering Festival, strategist and creative leader Wilson Wong found something that too often gets lost in our industry: belonging.
His reflection, “The Gathering Festival Is Not About Brands, It’s About Belonging,” is less about highlight reels and more about humanity, reminding us that behind every logo and campaign are people carrying their own stories of loss, resilience, and hope.
Wong shares how, after a season of personal hardship, returning to The Gathering became something deeper: a space where generosity, grief, and gratitude coexisted, and connection became the real measure of success.
He also spotlights Day1Dads, a nonprofit supporting parents and caregivers with access to mental health resources and counselling — one of the most meaningful activations of this year’s festival.
“We live in a world where we curate perfect versions of ourselves online,” he writes, “but the bad and the broken are just as important. That’s what makes us human.”
Read Wilson’s full reflection:
SocialPacific 2024 - Neil Zeller
SNMA Webinar Calendar
Wednesday, November 5 | 10 AM MST/12 PM EST
Reputation in Real Time: How to Ace PR and Build Trust in the Digital Age
Learn how to build trust and credibility with insights from Vaishali Gauba, former CBS journalist and PR strategist.
Thursday, November 20 | 10 AM MST/12 PM EST
Office Hours with Jordan Laker
A casual Q&A for business owners and agency leaders ready to make smarter financial decisions, minus the jargon.
SocialPacific 2024 - Neil Zeller
SocialPacific launches this afternoon with a series of hands-on workshops presented by MiQ. If you’ve got the afternoon free (or need an excuse for some professional development) it’s not too late to grab a ticket and join the fun for a snack-sized SocialPacific afternoon.
SocialWest 2025 - Neil Zeller
SocialNext: Ottawa (January 29, 2026) SocialNext: Toronto (April, 9, 2026) | SocialWest (May 28-29, 2026) SocialNext: Montreal (June 11, 2026) |
Canadian Marketing & Business Weekly Brief
TikTok Rolls Out New AI Tools for Creators — TikTok has launched Smart Split and AI Outline, two new AI-powered tools that help creators edit videos, craft hooks, and optimize posts faster. The features are rolling out in Canada as part of a broader push to make content creation easier and more data-driven.
KFC Turns the “Zinger” in to the “Dinger” for Blue Jays Fans — As the country rallies behind the Jays’ World Series run, KFC scored a viral hit by rebranding its signature Zinger sandwich as the “Dinger.” The campaign rolled out nationwide across digital, OOH, and in-store, tapping perfectly into Canada’s baseball fever.
Canada’s Pro Women’s Sports Market Has Doubled, and It’s Just Getting Started — A new Canadian Women & Sport report shows the professional women’s sports market has grown to nearly $400 million, up from half that in 2023. Sponsorships, viewership, and brand partnerships are driving record growth, with projections reaching $570 million within five years.
Bank of Canada Set to Cut Rates, What Does it Mean for Marketers? — The central bank is expected to lower its policy rate by 25 basis points this week to about 2.25%. With inflation easing and consumer confidence shifting, this move could reshape budgets, ad spend, and business planning heading into 2026.
Indigenous Tourism Sees Record Growth from U.S. Visitors — A weaker Canadian dollar and targeted marketing campaigns are fueling a surge in American travellers seeking authentic Indigenous cultural experiences. Indigenous-owned lodges, tours, and craftworks are reporting record demand and a strong post-pandemic rebound.
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Coast-to-Coast Jobs Roundup
Social Media Marketer — Hiive (Vancouver, BC)
Manager, Events - Sports – OEG Inc. (Edmonton, AB)
Marketing Coordinator – Triton Canada (Toronto, ON)
Content Creator – Moosehead Breweries (Saint John, NB)
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
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