Caledon Farms and Crumps' Naturals Name The Hive as Agency of Record

The Hive announced today that The Crump Group has named their new agency of record. The Hive’s mandate is broad in scope, with a first mandate to help define the strategic and creative opportunity for flagship brands Caledon Farms and Crumps’ Naturals. Leading the business from their Mississauga office, The Crump Group joins a growing list of Hive partners whose growth ambitions stretch beyond Canadian borders. 

“This latest partnership between The Hive and The Crump Group is a testament to our unique model of collaboration,” says Jared Stein, president and CEO at The Hive. “From the very beginning it was clear we shared a set of values anchored in partnership, along with bold and ambitious growth visions for both our companies.”  

Work from the Hive and The Crump Group has kicked off, with the working team participating in The Hive’s proprietary De-bias Accelerator. This collective endeavour is designed to help high performance teams shed the bias that inherently gets in the way of creating work that leads with empathy.  

“One of the most important things we do whenever we kick off a new project is to get everyone who will work together more comfortable with things that are not always comfortable” says Dustin Rideout, chief strategy officer at The Hive. “We created this guided workshop with the sole purpose to help each other quickly become exposed to our individual and collective blind spots, becoming more aware of what’s best for people vs ourselves.” 

“From our first meeting we were impressed with the sharpness of thinking and down-to-earth nature of the Hive team”, says Andres Ramos, director of brand marketing at The Crump Group. “Our company has set a bold growth plan for the coming years; it was critical to find a true partner who will work alongside us.” 

New work for both Caledon Farms and Crumps’ Naturals is anticipated to launch in the second half of 2024.