PROBLEM STATEMENT:
Despite strong year-round sales, Petro-Canada’s ice remains a low-engagement product. The challenge is to reframe ice as a culturally relevant brand touchpoint that creates memorable, in-the-moment experiences and strengthens top-of-mind awareness among Canadians.
IDEA :
Transform Petro-Canada’s everyday ice into a culturally iconic experience through the ICE, EH? Truck. A nostalgic, roaming ice truck that shows up at real Canadian moments (road trips, lake days, hockey games, long weekends), turning a simple bag of ice into a delightful, memory-making interaction. By blending convenience with surprise, humor, and Canadiana, Petro-Canada becomes more than just a stop, it becomes part of the moment people want to return to.
Social media posts outlining the ICE, EH? Tour schedule and locations, providing timely updates on where the truck will be and when audiences can catch it nearby.
In-store promotional voucher offering added value with every purchase, customers receive two free snow cones with a bag of ice and can scan the QR code to redeem $1 off their next purchase at Petro-Canada.