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Associated Maritime Pharmacies Ltd. (AMP)

& Fog Off Team-up for Hugs for Mental Health


We continue to help AMP Guardian build and strengthen their brand and reputation in the marketplace. Our "support local" strategy combined marketing elements with community relations and media relations efforts. We developed a visual identity and key messages for AMP called "Keep It Local. owners. products. giving." and launched this brand to the community through media relations tactics, a charitable giving initiative and special in-store promotion.


AMP selected a signature locally-produced product to offer in their stores - Fog Off clothing and accessories line produced out of Eastern Passage, NS. This brand had a connection to mental health so we worked with the Nova Scotia Mental Health Foundation on a fundraising opportunity. 


We brought in local Nova Scotia athletes who had excelled on the world stage -- boxers Bianca Paquin and Wyatt Sanford -  to help us launch "Keep It Local”. We organized store visits with each athlete and the local producers of Fog Off to create in-store excitement for customers, help generate media interest, promote the local owners, local products, local giving messages and create awareness around Nova Scotia mental health week. 


Our "Keep It Local" launch got the attention of media, our staff, our customers and the community while helping Nova Scotians cope with mental health issues.


Studio11 Creative Group
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