M&M’s aims to expand its visibility in Canada by placing a sculpture at one of the country’s busiest areas, Yonge-Dundas Square in Toronto, and rolling out a 360-degree media plan to support it.

The 20-foot-tall installation (pictured) will feature an M&M’s pack flowing into a bowl. It will be available for pictures from March 29 to 31 at the intersection. “Located in the heart of Toronto, Yonge-Dundas Square offers unparalleled visibility, making it an ideal setting for our brand to connect with a wide audience,” Mars Wrigley Canada marketing director Patrick Zeng tells MiC.

The media plan, aimed at Canadians aged 18 and over, includes social media ads, collaborations with local influencers, digital content, promotion on a national morning broadcast and three billboards located around Yonge-Dundas Square. The Mars Wrigley brand has also created CGI-animated videos to reach different audiences across Canada, regardless of location, according to Zeng. The videos, which will be released on March 29, show giant chunks of chocolate falling from a package of M&M’S in different locations in Canada, including Toronto, Montreal, Vancouver and Calgary. EssenceMediacom handles media buying and creative execution, while Middle Child manages media relations and influencer engagement.

“The promotion of our OOH activation is supported by a multifaceted media strategy, focusing on collaboration with local influencers and targeted digital content to capture the attention of Toronto residents with digital extensions to the rest of Canada,” says Zeng. “This approach, including a significant focus on social media, allows us to engage with our audience on multiple platforms, extending the reach and effectiveness of our brand and activation.”

According to Zeng, the launch of the sculpture is intentionally timed to coincide with the long weekend, which provides a good opportunity to draw a big number of people in a festive, community context.

M&M’s has previously had success with OOH activations, therefore Zeng says they are a key component of the company’s marketing mix. In 2022, for example, M&M’s obtained good results with the launch of its “Wild Postings” campaign, which introduced its new approach “For All Funkind” across hundreds of billboards in major Canadian cities, according to Zeng.

“Navigating the contemporary marketing landscape demands a strategic approach to consumer engagement. With consumers interacting with brands across diverse channels, from physical environments to digital platforms, delivering a seamless and consistent brand experience across these touchpoints is paramount,” Zeng says. “M&M’s leadership position in the confectionery sector, particularly its popularity among Gen Z, reflects this commitment to staying at the forefront of cultural trends. This demographic’s evolving preferences underscore the need for adaptability and a deep understanding of consumer insights. Knowing how our consumers think, feel and behave is foundational to our marketing strategy, ensuring we not only meet but exceed their expectations in a meaningful way.”