Marketing Pulse Canada: Latest Campaigns and Insights – Early August 2026

AI Shopping Trends
https://retail-insider.com/retail-insider/2026/07/canadian-retailers-face-new-discovery-challenge-as-shoppers-turn-to-ai/?utm_source=openai
Canadian retailers are facing a new era in product discovery as consumers increasingly turn to artificial intelligence for shopping guidance. According to a new report by Chris Parsons of Retail Rewired, more than one in four Canadian shoppers now use AI to help make purchase decisions, and AI already accounts for 13% of product discovery—rivaling traditional channels like retailer websites and flyers. The shift is profound: instead of searching by keyword or brand, shoppers are now describing situations to AI tools (“What should I wear to a conference in Boston?”), which then recommend products and brands they might never have considered.
This evolution means retailers must rethink their digital strategies. Content is once again “king,” but it’s not just about more copy—it’s about providing structured, useful, and context-rich information that helps both people and AI systems understand a product’s relevance. Product pages, reviews, how-to guides, and user-generated content all play a critical role in ensuring a retailer’s offerings are discoverable by AI. The report also highlights the growing importance of customer reviews, which not only influence shoppers but also feed into AI recommendation engines. Retailers are advised to map products to real-life situations, enhance foundational data, and embrace AI-driven efficiencies in operations to stay competitive in this rapidly changing landscape.

Tim Hortons x Harry Potter
https://smb.kelownacapnews.com/article/Tim-Hortonsr-invites-guests-to-celebrate-Back-to-Hogwarts-with-Harry-Pottertm-inspired-menu-items-merch-limited-edition-packaging-and-more-launching-August-12/6a672cfb0b3f8c677751ff87?utm_source=openai
Tim Hortons is casting a spell on Canadian consumers with its “Back to Hogwarts” Harry Potter-themed campaign, launching August 12. This nationwide promo celebrates the 25th anniversary of the Harry Potter franchise and features a magical lineup of menu items, including donuts inspired by each Hogwarts House (Gryffindor Strawberry Cheesecake, Slytherin Chocolate Pistachio, Ravenclaw Blueberry, and Hufflepuff Lemon Meringue), as well as Golden Snitch Caramel Timbits served in a collectible holder. The campaign also introduces color-changing cups that reveal Patronus designs when filled with cold drinks, and a range of limited-edition merchandise such as a Stir Wand and special gift cards.
To further engage fans, Tim Hortons will host a Harry Potter Trivia Night on August 28 at select locations, and Tims Rewards members can enter to win a VIP Harry Potter experience in London, England. The campaign is supported by themed packaging full of Easter eggs for fans, making the experience immersive and shareable. This collaboration with Warner Bros. Discovery Global Consumer Products is a prime example of how brands are leveraging pop culture partnerships to drive excitement, foot traffic, and social media buzz.

CBTU Trades Campaign
https://pr.auburnsentinel.com/article/Hey-Canada-Were-Ready-campaign-launches-to-celebrate-Canadas-tradespeople-and-strengthen-our-energy-future/6a453802efcd53a5cebe375d?utm_source=openai
Canada’s Building Trades Unions (CBTU) have launched the “Hey Canada, We’re Ready” campaign to spotlight the vital role of skilled tradespeople in building the nation’s future infrastructure and energy projects. Building on last year’s “We Built That” initiative, this campaign focuses on the people behind the projects—highlighting apprenticeships, mentorship, and the pathways to rewarding careers in the skilled trades. Through personal stories from workers and training leaders, the campaign aims to inspire new talent and demonstrate how unionized trades are meeting Canada’s growing labor needs.
The campaign emphasizes that major projects do more than create infrastructure—they create careers, strengthen communities, and provide world-class training. CBTU represents 14 international unions and over 500,000 skilled trades workers across Canada, advocating for policies that improve working conditions and support economic growth. “Hey Canada, We’re Ready” uses storytelling and shareable materials to rally public support and attract the next generation of tradespeople, positioning skilled labor as essential to Canada’s prosperity and energy future.

Brand USA Travel Week
https://www.thebrandusa.com/media/newsroom/brand-usa-travel-week-launch-canada-fall-deepening-engagement-one-united-states-most?utm_source=openai
Brand USA is set to launch its first-ever Travel Week Canada this fall, with events in Toronto and Montreal from October 26–29, 2026. This initiative marks a significant expansion of Brand USA’s global Travel Week platform, which aims to deepen engagement with key international markets. Canada remains one of the United States’ most important sources of inbound travelers, and the new event is designed to strengthen collaboration between U.S. destinations and Canadian travel trade professionals, media, and industry leaders.
Travel Week Canada will feature pre-scheduled B2B appointments, market insights, networking opportunities, and a CEO roundtable to discuss strategies for boosting cross-border tourism. The event will also include a dedicated media track to highlight new U.S. travel experiences and storytelling opportunities. With Canadian visitation to the U.S. projected to reach 16.7 million in 2026, Brand USA’s move underscores the importance of sustained, in-market engagement and innovative marketing to inspire new trips and itineraries among Canadian travelers.

DPAA Canada Summit
https://www.tastyad.com/dpaa-canada-summit-brands-agencies-storytellers-tech-innovators-gather-to-discuss-trends-driving-innovation-and-success-in-digital-out-of-home/?utm_source=openai
The DPAA Canada Summit, held in Toronto this July, brought together around 400 professionals from brands, agencies, ad tech, and media companies to discuss the latest trends and innovations in digital out-of-home (DOOH) advertising. The event featured a strong lineup of women leaders and focused on themes such as the power of creative storytelling, the impact of sports and entertainment partnerships, and the importance of measurable outcomes in DOOH campaigns. Speakers from Mastercard, Intuit, Ikea, NBCUniversal, and others shared case studies and insights on leveraging DOOH for both B2B and consumer engagement.
A highlight of the summit was a closing session on a breast cancer awareness campaign, illustrating the real-world impact of effective DOOH advertising. The event also saw the announcement of new industry partnerships and showcased how DOOH is evolving with advanced AI, retail media networks, and omnichannel strategies. The DPAA emphasized the value of community, collaboration, and ongoing education, with more events planned to keep the industry connected and innovative throughout 2026.