Harvey’s
Big in Canada
2025 has been a year of support for Canadian business.
Harvey’s wants to flip the script, and support Canadians right back. But not just any Canadians. A specific group that might be feeling more alone than any other:
Canadians who live in America.
Insight: Like many things North of the border, Harvey’s is big in Canada, but virtually unknown in the US.
Idea: Use Harvey’s anonymity to speak directly to Canadians living in America, and tell them they’ve got a burger waiting for them the next time they come home.
To let Canadians in America know we’re thinking of them, Harvey’s is going to run a covert billboard campaign around US airports — specifically near Canadian airlines.
Each billboard will use selective Harvey’s branding and a touch of subversion to ensure that if any Canadians see it, they’ll know it’s for them.
Covert Billboards
How Canadian are you?
To ensure that the gold at the end of the rainbow is only available to Canadians, Harvey’s is asking those who scan the QR code things only Canadians will know.
If they answer correctly, they’ll be eligible for a free Harvey’s meal the next time they visit.
Harvey’s can’t put billboards in every airport, but we can give every Canadian expat a fair shake.
Even if you don’t scan one of the billboards in person, we’re launching a social campaign to notify our followers. Just DM us with proof that you’re currently living in the US (a piece of mail will do), and we’ll send you a discount code that makes you eligible for your meal.
Infrequent Flyer?
Patch it up
Harvey’s has connected with Canadians currently living in America, but we want to go a step further, and connect Canadians who are living in America (or abroad) with each other.
For years, travelling Canadians have worn patches of the national flag to help express where they come from. Now, Harvey’s is helping them do the same, except we’re giving out patches that only Canadians will recognize.
Copywriting: Angus Merry
Art Direction: Angus Merry