Getting To Know... Bob's Your Uncle
Bob's Your Uncle is a creative agency on a mission to cut through the crap and tell brand stories that real people are excited by and interested in. Not just by being a part of culture, but by helping define it.
They're independent of spirit and owner-operated. They exist to make outstanding work for brands that want to stand out. Doesn't matter if they're 100 years old or were born yesterday.
LBB> Tell us a bit about Bob’s Your Uncle – when did you form and why?
We launched over 20 years ago with a single purpose: to cut through the corporate blah-blah and give brands a shot at real human connection.
Growing up in a Mennonite community with zero exposure to TV, radio, or even music made me (Bob) hyper-aware of how powerful a single story or idea can be. Ever since then, I’ve been hooked on the magic of advertising—how it moves people when it’s done right.
We exist because most brand messages never break through to real human hearts, and we’re on a mission to change that.
At Bob’s Your Uncle, we’re not into half-hearted efforts; if a brand’s story doesn’t resonate with genuine meaning, nobody’s going to care (and neither will we).
LBB> What’s the story behind your name?
We used to go by “The BrainStorm Group,” but we realised that name was neither imaginative nor memorable. So we did what we’d do for a client—rebranded ourselves.
Our creative team landed on “Bob’s Your Uncle,” an old British phrase meaning “you’re all set,” which sums up our promise: “Don’t worry, we’ve got your back.” Sure, my name’s Bob, and some folks now call me “Uncle Bob,” but that’s just a happy coincidence.
The real point is: we’ll make things happen, no fuss, and no confusion. (And yes, we wrote an entire article about the pain/joy of rebranding ourselves—empathy for our clients went up tenfold after that!)
LBB> Tell us about (up to) three campaigns that epitomise what you do as a company.
'Mike’s Hard Lemonade'
We helped launch them in Canada and the US before anyone else realised spiked lemonade was even a thing. Instead of harping on the “hard lemonade” angle, we dreamt up a semi-deranged persona who straight-up despised lemons—turning them into the hilarious villain of the story.
It was weird, wonderful, and wildly effective because it made people feel something (and want to taste something, too).
Canon 'Olympics Hijack'
During the Vancouver Winter Olympics, Canon wasn’t an official sponsor—so we snuck in through a legal loophole. We deployed a fleet of cars topped with giant Canon cameras, causing a massive stir that stole the spotlight from the “real” sponsor.
Rule-bending? Sure. But we stayed brand-safe and unforgettable all at once.
Popeyes Expansion in Canada
Popeyes was practically a hidden gem here until we amplified the brand’s juicy Louisiana heritage and big personality. We helped them jump from under 20 restaurants to nearly 400 nationwide. Proof that when you hit the right emotional (and flavour) note, your brand can expand like nobody’s business.
LBB> Give us a fun fact about your company.
Every Monday, we gather for “Mission Monday,” sharing three top goals for the week—one of which has to be personal. Come Friday, we do “Finish Friday,” shouting out teammates who aced those goals and lived our core values in fun, sometimes unexpected ways.
It’s simple but transformative; we stay tight-knit, driven, and genuinely hyped for each other’s successes.
LBB> What are your strongest opinions relating to your specific field?
We’re obsessed with the question “Who cares?” If your brand’s message doesn’t tug at heartstrings or solve a real problem, it’s just more clutter in a cluttered world.
Our creative litmus test hinges on three things: emotion, relevance, and difference.
Finally, while data is a fantastic flashlight, it’s not the hero of your campaign—an emotionally charged, meaningful idea will always carry the day.
LBB> What are you proudest of as a company?
We thrive on audacious ideas, but what really sparks joy is our long-term relationships—with clients, with each other, and with the work. Many of our people have been here over a decade, and plenty of our clients stick around just as long. That trust fuels bolder and bolder work.
At the end of the day, our biggest “mic drop” moment is creating an environment where people love coming to work, and brands love the results.
LBB> What are some upcoming projects our readers need to keep an eye out for?
We’re branding a new longevity app designed to cut through the health-and-wellness noise. Think legit research from top minds around the globe, paired with fresh AI integrations (the never-been-done-before kind) to give people real, actionable tools for living a longer, healthier life.
Our biggest task is pinpointing who truly cares and why this app is different from all the meh “health trackers” out there. With deep consumer insights and a killer creative concept, we’re poised to make a real splash—so stay tuned.
LBB> Looking beyond LBB, what socials can we check Bob’s Your Uncle out on?
LinkedIn: Bob Froese (where I spill my mind on branding adventures)
Instagram: @bobsyouruncleagency (for some behind-the-scenes and creative snippets)
And of course, our digital home: bobsyouruncle.com
