The Orange Has Landed!
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.
A key highlight in 2025 was the launch of the Orangestore brand in Halifax — a bold first step in its expansion into Nova Scotia and PEI, and its first venture beyond Newfoundland and Labrador.
The Challenge
- New to market: With no prior presence in Halifax, we needed to build awareness and curiosity from scratch.
- Crowded category: Competing against established convenience brands demanded a bold, memorable approach.
- Authentic connection: It was important to ensure that the launch felt personal and locally relevant, rather than a corporate market entry.
An Integrated Brand Launch Campaign
We anchored our approach to a single, unmissable message: The Orange Has Landed!, capturing both the brand name and the excitement of arrival. Our plan combined:
- An integrated campaign spanning radio, billboards, social media, digital audio, Google display ads, and guerrilla marketing to amplify the story.
- A high-visibility, ‘Dory’ stunt to grab immediate public and media attention.
- Local cultural touchpoints, using Nova Scotia’s maritime heritage and music to make an instant connection.
The Activation
We attached a giant inflatable orange — Orangestore’s unmistakable icon — to a traditional Atlantic Canadian dory and motored it into Halifax Harbour. The floating beacon symbolized the brand’s journey from Newfoundland to Nova Scotia, drawing crowds along the waterfront.
The activation captured hearts and minds, generating media coverage and providing a lighthearted, relatable story for both Newfoundlanders and Nova Scotians, making the brand launch feel personal rather than corporate.
The Results
The launch generated instant buzz, forging cultural and emotional connections in Halifax. Multi-platform engagement built awareness and goodwill, laying the foundation for Orangestore’s continued growth across Nova Scotia and PEI.
LET’S DO SOMETHING SWEET TOGETHER.