Swiss Chalet Celebrates the Canadians That Make the Holidays Happen

Following a competitive pitch, independent agency Mint has been awarded creative work with the RECIPE Unlimited Corp. operated brand Swiss Chalet. Swiss Chalet has tasked Mint to go beyond the iconic Festive Special and build brand love by promoting their easy-to-use Give A Gift feature during the holiday season—an assignment that aligns with Mint’s mission of building brands to make a positive impact on culture and the future. 

“We want our Guests to associate generosity, joy and kindness with Swiss Chalet, and feel inspired to Give a Gift of Swiss Chalet by using our mobile app and website,” notes Laurie Allison-Jones, Swiss Chalet’s VP of marketing. “Last year, the holidays looked different for many Canadian families. And our hope is this year, when they choose to show their appreciation to those they love most, they think of Swiss Chalet as an easy way to express gratitude and adoration.”

The inspiration for the campaign came from the insight that everyone has that person in their life that does the most to make the holidays happen—from the decorators to the planners and the chefs. Through this campaign, Mint wants to encourage Canadians to give back to TheC Givers in a spot that highlights those who make it all happen over the hectic holiday season. 

The spot was crafted using crowd-sourced, real-life home videos and photos of Canadians from coast to coast. The treatment gives a nod to nostalgia, pays tribute to Swiss Chalet’s heritage, and illustrates authentic holiday moments in a relatable and playful manner. 

“Brands often focus on holiday moments but forget to see the real people behind them”, says Kim Tarlo, Partner and Executive Creator Director at Mint. “We wanted to show real givers who make the holidays happen in a real way. This means givers of different ages, genders and ethnicities, in diverse family make ups, participating in relatable holiday moments, not over-the-top, pressure inducing or picture perfect vignettes. With Swiss Chalet, we wanted to keep it real.”

Mint collaborated closely with Jigsaw Casting, School, Grayson Music, RedLab to bring the campaign to life. The series of :30, :10 and :6 sec OLV and stills will run on top social networks including Facebook, Instagram, TikTok, and YouTube from 11/30 - 12/25.