Omnicom Media Group’s agency Hearts & Science, based in Montreal, has been named media AOR for BMR and Olymel, two Sollio Groupe brands.

As part of the agreement, Hearts & Science oversees all media operations for both companies in Quebec, Ontario and the Maritimes, including promotional and awareness campaigns. Omni, the agency’s orchestration platform, will play an important role in building audiences based on real Quebec and Canadian IDs, enabling a highly targeted and relevant approach. Omni’s AI-based automation capabilities will also assist teams in streamlining processes and increasing campaign performance, according to the agency.

The two brands’ partnership with Hearts & Science has already kicked off with a new brand platform.

BMR’s “Pour les vrais” (For the Real Ones) platform, which was developed in collaboration with LG2, was launched this month and aims to position BMR as the go-to destination for construction experts while also resonating with experienced and aspiring DIY enthusiasts. The brand said it wanted to use a playful tone to connect with Quebecers based on the company’s strong Canadian roots.

The platform introduced a refreshed brand image, which incorporates symbols that illustrate the stability, Canadian roots and expertise of its network, and an online campaign that was launched across multiple platforms, including TV, radio, billboards, digital media and social media.

Olymel’s rebranding effort included a redesigned logo that retains the company’s signature red and blue colours. Also developed in collaboration with LG2, the refreshed identity aims to improve brand recognition and foster greater emotional attachment from consumers. The brand said new identity will be rolled out progressively across all the brand’s physical and digital touchpoints, including packaging, advertising and signage, which will also be updated over the coming year.

Olymel, a Canadian producer, is a processor and distributor of pork and poultry products, with facilities in Quebec, Ontario, Alberta, Saskatchewan and New Brunswick. The company markets its products under the Olymel, Pinty’s, La Fernandière, Lafleur and Flamingo brand names. Meanwhile, BMR is a Quebec hardware retailer that operates over 275 restoration centres and hardware stores throughout Quebec, Ontario, and the Maritime provinces under the trademarks BMR, Agrizone and Potvin & Bouchard.