YIELD INTEGRATED PRACTICES RANDOM ACTS OF MUFFIN-NESS
By Adnews Staff
Toronto-based Yield Integrated Communications has been practicing random acts of "muffin-ness" since it won the Country Style Donuts advertising account in August. Country Style, based in Richmond Hill, Ontario, appointed Yield following an agency review that included Harrod & Mirlin/FCB, LA Ads, Campbell & Partners, Walsh & Associates Advertising and a sixth unconfirmed agency. Yield's first project for Country Style was a national television campaign using the random acts of "muffin-ness" theme. Brad Usherwood, founder of Yield, said the idea for the campaign came to him when a driver in front of him at a drive-through brought him a coffee. At the time Country Style was looking to do a muffin promotion, he said. Television is being supported with radio in select markets, in-store materials and a public relations campaign for which Country Style has teamed up with The Toronto Sun. The PR effort is a series of five events in the Greater Toronto Area during which Sun ambassadors will distribute 27,000 newspapers and 2,500 muffins. Country Style operates 380 locations across Canada. PR is being handled by Hunter LaVigne Communications of Aurora, Ontario.