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Vegan Footwear Brand Thesus Puts Boots on the Menu

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Initiative from Juniper Park\TBWA aims to support local Toronto restaurants while showcasing the retailer’s signature weekend boot

Vegan Footwear Brand Thesus Puts Boots on the Menu

Today, Canadian sustainable vegan footwear brand Thesus, in partnership with Toronto-based global creative agency Juniper Park\TBWA, announce the launch of ‘Boots on the Menu’, a community-minded campaign that celebrates the retailer’s bestselling Weekend Boot while supporting select local Toronto eateries.  

Thesus is known for its strong commitment to the environment and community. This collaboration aims to support local vegan and vegan-friendly restaurants that share the brand’s eco-conscious values by providing them with boots to include as a menu item. When a customer orders the boots via the online menu, the profits go directly to the restaurant. Thesus will also be promoting the restaurants on its social channels.  

“The pandemic has presented local businesses with countless challenges,’ says Sofi Khwaja, CEO of Thesus. “We hope this initiative boosts awareness for vegan-friendly eateries and their resiliency during the past two years, while also helping us to build a community of like-minded businesses that share our values of sustainable living.” 

The first two local restaurants participating in the partnership include Queen St West Asian-inspired vegan-friendly snack bar Three Monks and A Duck, and Animal Liberation Kitchen, a healthy vegan food and catering company in Riverdale. The partnership launches with a documentary-style video of Three Monks and a Duck, where we are taken through a day in the life of executive chef Mark Lee while he wears a pair of Thesus boots.   

Thesus is the latest BIPOC-owned business to participate in Trampoline, Juniper Park\TBWA’s branding incubator and accelerator mentorship program. Trampoline was founded in 2020 as part of an actionable and long-term plan by the agency to help address the BIPOC equity gap that persists in society and the creative industry. Previous branding projects include work with Neale’s Sweet N’ Nice ice cream and BlackCAN.  

“Trampoline has allowed us to nurture promising creatives and elevate ideas from brilliant BIPOC-owned businesses,” says Andrew Caie, creative director, Juniper Park\TBWA. “It is incredibly rewarding to be able to work with Thesus on a campaign that not only showcases the brand’s purpose, but also supports local restaurants after a challenging two years in the pandemic.”  

The digital campaign kicks off with a video on social media, with additional static images to follow across the next few weeks. Follow @thesus_outdoors, @threemonksandaduck, and @animal.liberation.kitchen to see the campaign in action.  

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Categories: Clothing and Fashion, Shoes

Juniper Park\TBWA, Wed, 29 Jun 2022 15:16:39 GMT