Service Inspired Restaurants (SIR Corp) has selected Cairns Oneil Strategic Media to be its partner media agency for Canada.

Cairns Oneil will provide all media services for the company as it focuses on building its restaurant brands Jack Astors, Scaddabush, Reds, Canyon Creek, Dukes, Loose Moose and Abbeys Bakehouse.

Devon MacDonald, president of Cairns Oneil, tells MiC the agency first started with working with SIR Corp on an OOH campaign with agency The Garden that “really captured a moment in culture to support the Jack Astors brand.”

The “Certified Food Baby” campaign for Jack Astors featured a billboard that riffed off of the seemingly endless feud between Drake and Kanye West and paid homage to Drake’s Certified Lover Boy album. MacDonald says the agency later helped to relaunch the Square One location for Jack Astors.

MacDonald says Cairns Oneil is actively planning for spring campaigns and will have some promotions in market starting this month.

He adds that the agency will provide “strategic support in guiding the client, while activating across all channels including programmatic through our internal trade desk. All of which will be measured and monitored through our new Analytics platform powered by Adverity.”