Overview

TUMS Canada’s social media approach was all about keeping its heartburn relief products top of mind. This meant striving for engaging, fun content while keeping “food love” prominent.

Strategy

Although no Canadian teams made it to the 2016 NHL playoffs, hockey is still a national religion celebration in Canada. We took common and not-so-common hockey penalties and visually re-imagined them as snack infractions, pairing food with a silly idea. Illustrator Liz Mac used two distinct styles. The style that generated the most response was carried on to further campaigns.

When boosted (sponsored) on Facebook, these posts averaged over 1,200 likes, 26 comments and 98 shares each.

Designer link (Liz Mac)Agency link (Colour)