Spokes takes a healthy approach to brand building


Full article in Strategy: http://strategyonline.ca/2017/10/25/spokes-takes-a-healthy-approach-to-brand-building/

By Josh Kolm

Why not compromising on brand is important to help the new product stand out in the “better-for-you” snack category.

Spokes, a new potato snack re-launched earlier this month by Left Field Foods, has nine different flavours. All are free from 11 major food allergens (such as dairy, gluten, wheat, soy and eggs), certified by the Non-GMO Project, have no trans fats, artificial ingredients or cholesterol and contain only 40 calories per cup.

All of those things are important among consumers looking for healthier snack options. But Dave Pullar, CEO of Left Field Foods, says those things have almost become table stakes within the “better for you” snack category.

“That’s where the brand comes in,” he says. “Given we had this product that answered all those needs, we felt this would be the perfect time to introduce a product to the consumer, but also to get its brand right from the ground up.” Read More …

Local Canadian Success Story – Introducing Better-For-You SPOKES Air-Puffed Potato Snacks


Full article in Cision: http://www.newswire.ca/news-releases/local-canadian-success-story—introducing-better-for-you-spokes-air-puffed-potato-snacks-651463413.html

By Left Field Foods

CALGARY, Oct. 18, 2017 /CNW/ – Left Field Foods launches naturally simple and delicious SPOKES air-puffed potato snacks. A unique entry into the North American Better-For-You (BFY) snack category which is growing rapidly due to consumer preference for simple ingredients with no preservatives.

A light and crunchy potato snack that is air-puffed {never oil fried}, SPOKES are lightly oil-misted and seasoned for a naturally delicious clean and crisp taste experience. Made with good-for-you simple ingredients, SPOKES are gluten-free, Non GMO Project Verified and have only 40 calories per cup. Free of the 11 major allergens including dairy, gluten, wheat, soy and egg, no artificial preservatives or colours, and no trans fat or cholesterol, SPOKES are a potato snack everyone can love. Plus, they’re made locally in a peanut free facility in Calgary, AB, Canada. Available in nine (9) mouth-watering flavours, there is something for everyone: Sea Salt, Mango Habanero, Sea Salt & Vinegar, Barbecue, Dill Pickle, Salt & Pepper, Fiesta Salsa, Sea Salted Caramel and Simply Bare. Read More …

Dina HeadShot

Are celebrity gift lounges worth it?

Full article in Strategy: http://strategyonline.ca/2017/08/28/are-celebrity-gift-lounges-worth-it-column/

By Dina Vieira

Celebrity gift lounges were all the rage when I first started in PR. I worked some client product into major celebrity gift lounges at the Grammys and Oscars in L.A. Many marketers believe that getting noticed by celebrities will put their product on the map. And, sadly, many entrepreneurs invest in these lounges with blind faith, hoping they will become an overnight success, which is nothing but an illusion on social media.

There is no such thing as overnight success in business, and in this day and digital age everyone wants pay for play. Especially celebrities.

Read More …

The CurlBar™ introduces a new angle on curling hair with its innovative 90° ergonomic design. The curling iron is shaped like the number seven, which helps ease shoulder and elbow stress, which is a common issue cited by stylists in an in-depth focus group study. The CurlBar™ also features the Hot Tools® iconic heritage 24K gold surface which provides even heat distribution, and is ideal for creating long-lasting, smooth curls on all hair types.

Read More …

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Water Should Be PUR

New Water Filtration System Certified to Reduce More Contaminants Than any Other Brand, Launches in Canada on World Water Day, With Event Featuring Dr. David Suzuki & TerraCycle

Environmental stewardship program with TerraCycle is formally introduced, and individual responsibility for caring for the environment and water is encouraged by Dr. David Suzuki at official launch event

TORONTO, ONTARIO–(Marketwired – March 22, 2017) 

Editors Note: A b-roll video is associated with this press release and a photo for this release will be available on the Canadian Press picture network via Marketwired

PUR Water Filter Systems, from Helen of Troy Health and Home, officially launches in Canada today at an event featuring Dr. David Suzuki discussing the individual responsibility each Canadian has to the environment, and more specifically, water quality. PUR also launches its environmental stewardship and recycling program in conjunction with TerraCycle.

Read More …

Listen to Your Heart for Business Success

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Dina Vieira
Pilon School of Business
Year of Graduation: 1992
Program: Business Administration – Marketing

Listen to your heart
Dina Vieira on finding, and living, her joy

DV Communications President Dina Vieira’s path to success started with a beverage — a fictional drink called Rock a Hula, to be precise. The marketing high school project was Vieira’s first taste of the process of developing ad campaigns, and she was instantly hooked. “It just had me creating on all sorts of different levels — visual, conceptual and physical — and that was when I had my a-ha moment,” she says. “I thought, if I get to be creative and make a living and love what I’m doing, this is my career path.” Read More …

DV COMMUNICATIONS Named 2016 Boutique Agency of the Year by IABC


TORONTO, ON – 19 May 2016 – DV COMMUNICATIONS president Dina Vieira announced today that her company was named 2016 Boutique Agency of the Year, at last night’s prestigious IABC OVATION Awards ceremony in Toronto. The IABC OVATION Awards recognizes business communication excellence, with chapters worldwide.

“I am absolutely thrilled and honoured to be named Best Boutique Agency of the Year,” said Dina Vieira, president of DV COMMUNICATIONS. “This is a milestone year for us as it marks our tenth year anniversary, and to be named Best Boutique Agency of the Year, is just serendipitous!” Read More …

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Up to the Minute: DV Communications Expands Offering

Plus: Dentsu wins Quebec Poultry Farmers account, the final One Show finalists and more news you missed.
Toronto-based PR firm DV Communicationshas expanded its offering to include commercial production, promotions, and advertising services. In a press release, president Dina Vieira said the move was an effort to help its clients integrate all their communications and to have a consistent brand voice.
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Pinkberry lands in Ontario

The yogurt wars continue as one of the U.S. market’s leaders opens its first location in the province.

Square One Traffic Postcard

Frozen yogurt chain Pinkberry is bringing its Canadian expansion east as it prepares to open a location in Mississauga, Ontario’s Square One shopping centre.

On Aug. 20, Mississauga mayor Bonnie Crombie will cut the ribbon on the location at an event that will include a concert and meet-and-greet with Canadian musician Karl Wolf and free Pinkberry yogurt.

The location launch will be promoted through a PR-led campaign led by DV Communications and a push through the newly-launched Pinkberry Toronto social media channels.

While Pinkberry was one of the early entrants into the “frozen yogurt wars” when it opened its first location in Los Angeles in 2005, the store in Mississauga is the company’s first in Ontario, having opened six in B.C., Alberta and Saskatchewan since 2011. Another location is set to open at Sherway Gardens shopping centre in Etobicoke in the near future, with a downtown Toronto location planned for 2016.

It’s competitors have ensured the category’s expansion has continued without it, though. U.S.-based Menchie’s has launched over 110 locations since first entering Canada three years ago with stated plans to have 200 in the near future. Canadian chain Yogurty’s currently has more than 70 stand-alone locations across Canada (with locations in Mexico and plans to further expand in Latin America). It’s owned by International Franchise Corp., which operates the in-mall focused Yogen Fruz that launched during frozen yogurt’s first boom in the 1980s. Vancouver-based Qoola also recently launched its first stand-alone retail space after years of primarily operating locations in malls, including at Square One.