Orangestore’s 2025 Canada Games Torch Relay Partnership
Since becoming North Atlantic’s Agency of Record in 2016, Upstream has delivered impactful brand, creative, and marketing solutions across the company’s diverse business lines, corporate initiatives, and CSR programs.
As the Torch Relay Partner for the 2025 Canada Games in St. John’s, Orangestore aimed to turn its sponsorship into a powerful platform for generating excitement, deepening community connections, and driving traffic to its locations across Newfoundland and Labrador, Nova Scotia, and PEI, while reinforcing the brand’s commitment to energy, vitality, and community pride.
The Challenge
- Generate excitement: Inspire communities across the island to embrace the Games and celebrate their arrival.
- Increase foot traffic: Drive visits to Orangestore locations through promotions, collectibles, and special offers.
- Enhance brand affinity: Position Orangestore as a vibrant, community-focused brand.
Get Pumped
At the launch media event, our goal was to inspire pride and excitement for the 2025 Canada Games while showcasing Orangestore’s role as Torch Relay Partner and its deep community roots. Central to this effort was a high-energy Torch Relay Announcement Video featuring local Canada Games athletes, reinforcing authenticity and celebrating local pride, blended with Orangestore staff and product integration. For the press conference, we designed vibrant, Canada Games-themed event collateral, ensuring a cohesive visual presence that carried the video’s energy into the live event experience.
Special Edition GUZZ’L Cup
We designed a limited-edition GUZZ’L Cup blending 2025 Canada Games themes with the brand’s signature playfulness, created as a lasting keepsake and tangible reminder of the Games’ excitement, pride, and spirit for fans to cherish and share for years. The cups proved hugely popular, flying off shelves and sparking strong customer interest.
The Campaigns
We launched an integrated campaign promoting Orangestore’s food service offers with a sporty, energetic art direction anchored by the Canada Games Torch. Across all touchpoints, bold, sports-themed visuals and headlines amplified the Games’ high-energy atmosphere in-store. In August, during the Games, a scratch-and-win contest was added to create a fun, engaging way for customers to get involved and experience the spirit of the event.
Airport Activation
Closer to the Games, as the incoming visitor numbers surged, we launched a head-turning airport activation with luggage carousel installations, playful floor stickers, and digital displays. Located in the arrivals area, it directed passengers to the Tourism Desk for Orangestore’s 5¢/L gas discount booklet, while building brand awareness in a fun, engaging way.
LET’S DO SOMETHING SWEET TOGETHER.