For Immediate Release

Wednesday, February 1, 2012

This Valentine’s Day, Dentyne Debates the “Elements of Attraction”:

It’s All About Chemistry as National Survey Reveals What Attracts Canadians

Strong.  Naughty.  Trouble.  Marriage Material.  Stylish.  Father Figure.  Humorous.  Adventurous.  Successful.  Low Maintenance.  Which of these “Elements of Attraction” appeal to you?  And how would you describe yourself?

This Valentine’s Day, Dentyne is exposing what attracts Canadians.  “Dentyne knows fresh breath can make or break chemistry, but we wanted to find out what other ‘Elements of Attraction’ spark a romantic reaction,” adds Pam Clarkson, Senior Brand Manager, Dentyne Canada.  “We gave the periodic table a sassy make-over and made some fascinating discoveries.”

A national survey conducted on behalf of Dentyne reveals that Canadians put funny first, with the largest number of us – 33 per cent – listing “Humorous” as the most essential trait or “Element of Attraction” in someone else.  What’s interesting is only 12 per cent of Canadians name “Marriage Material” as our top “Element of Attraction”, and despite the stereotypes, this response is split almost equally between men (14 per cent) and women (11 per cent).  The survey also reveals that Canada is not a naughty nation with only 2 per cent of us listing “Naughty” or “Trouble” as our most essential “Element of Attraction”.

Is There a Low Maintenance Disconnect?

When asked which trait or “Element of Attraction” Canadians would use to best describe themselves, one-quarter (25 per cent) of us answered “Low Maintenance” – the most popular response.  Interestingly, only 10 per cent of us named “Low Maintenance” as the most essential trait or “Element of Attraction” in someone else.

Val Stachurski and Zach Bussey – friends, bloggers and co-hosts of a popular podcast – are heating up the debate around the “Elements of Attraction”.  “Low maintenance is nowhere on my radar,” says Val.  “Give me strong and successful; then, I’m in my element!”  Zach disagrees, “In college, all I dated were women who had more make-up than personality.  Each one was hilarious in how bad they were for me!  Now, I realize my ideal woman is a combination of three “Elements of Attraction”:  low maintenance, humorous, and just a little naughty.  That’s the dream woman for our generation.”

Action:  It’s for the Young and the French

Acting on our feelings is apparently for the young and the French.  According to the survey, 43 per cent of those aged 18 to 34 said they take action when they feel an attraction to someone and that number rises to 46 per cent for those who speak French.  This is compared to only 31 per cent of all Canadians.  Vive la différence!

Get Fresh this Valentine’s Day

So how do you get the confidence to take action and seal the deal this Valentine’s Day?  “What attracts people is very personal,” adds Ms. Clarkson.  “But we know chemistry is all about bringing that spark to life and fresh breath is a must for a great kiss.”  Here’s a warning to all… the survey showed bad breath is more likely to kill the chemistry for women (17 per cent) than for men (12 per cent), and more so in British Columbia (20 per cent) than in Quebec (12 per cent).

“Fresh breath is a must!  All the elements can be working, but if your date has bad breath it’s a total turn off,” adds Val.  “Online dating is increasingly popular, but the moment comes when you need to meet in person,” Zach adds.  “Your date may already be very attracted to you, but if you come to the first date with dragon breath, it’s game over.”

Join the Dentyne Chemistry Debate

Whatever element attracts you, Dentyne is encouraging you to “Make Chemistry” this Valentine’s Day, and is inviting everyone to get in on the Dentyne chemistry debate.  Just visit the Dentyne Canada Facebook site for discussions around the “Elements of Attraction” right up to February 14, 2012.

About Kraft Foods

Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse with an unrivaled portfolio of brands people love. Proudly marketing delicious biscuits, confectionery, beverages, cheese, grocery products and convenient meals in approximately 170 countries, Kraft Foods had 2010 revenue of $49.2 billion. Twelve of the company’s iconic brands – Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, Tang and Trident - generate revenue of more than $1 billion annually. On Aug. 4, 2011, Kraft Foods announced plans to divide and create two independent public companies: a high-growth global snacks business with estimated revenue of $32 billion and a high-margin North American grocery business with estimated revenue of $16 billion, based on 2010 financial results, adjusted for divestitures. The transaction will take at least 12 months to complete, during which time plans regarding the structure, management, governance and other matters will be announced. A leader in innovation, marketing, health & wellness and sustainability, Kraft Foods is a member of the Dow Jones Industrial Average, Standard & Poor’s 500, Dow Jones Sustainability Index and Ethibel Sustainability Index. Visit kraftfoodscompany.com and facebook.com/kraftfoodscorporate.

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For more information, please contact:

About the Survey:

From January 18th to January 19th 2012, an online survey was conducted among a sample of 1003 Canadians who are Angus Reid Forum panel members. In addition from January 24^th to January 25^th a second online survey was conducted among a sample of 1005 Canadians who are Angus Reid Forum panel members. The margin of error for both studies — which measures sampling variability — is +/- 3.09%, 19 times out of 20. The sample was balanced by age, gender and region according to the most recent census data. Discrepancies in or between totals are due to rounding

For Immediate Release

January 24, 2012

Kruger Products AMAZING Year with

Five Prestigious CASSIES Awards 2012

Award-Winning Marketing and Communications Campaigns for Cashmere Bathroom Tissue and SpongeTowels Assert Category Leadership

Kruger Products LP, one of Canada’s most successful companies and a brand powerhouse with operations in Canada and the U.S., capped an amazing year of marketing innovation with the win of five coveted national awards at the CASSIES Gala 2012 on Monday, January 23, 2012 in Toronto.  Canada’s leading manufacturer and distributor of paper products won two Gold and three Silver CASSIES for SpongeTowels^® Paper Towels, and Cashmere^® Bathroom Tissue (BT), at Canada’s annual advertising competition — the most awards of any company.

“Our CASSIES awards are the product of incredible insight, teamwork, creativity and innovative marketing strategies, all focused on achieving measurable results,” says Nancy Marcus, Corporate Vice President, Consumer Marketing, Kruger Products. “We are so grateful to our English and French agency partners for developing original, integrated ad campaigns that push the creative envelope to engage consumers and build our brands.  It is truly an honour to be recognized for excellence in advertising by our industry peers.”

“The CASSIES are the Canadian ad industry’s ultimate test and are awarded based on proven effectiveness in meeting brand marketing objectives,” says Jani Yates, President, Institute of Communication Agencies (ICA Canada). “Kruger has always been an advocate for the CASSIES and believes in recognizing successful marketing tools to support brands. The company’s award-winning campaigns for SpongeTowels and Cashmere BT demonstrate creativity and innovation that break through the clutter to deliver incredible, year over year business results,” she says.

SpongeTowels Paper Towels

Gold, Sustained Success

Gold, Packaged Goods

Silver, Sustained Success (Quebec)

This highly creative, multi-year breakthrough advertising campaign supports the need to build brand equity and sustainable business results for SpongeTowels, following its brand name transition from ScotTowels in 2006.

The six-year English campaign features the symbolic Sponge Pocket army — a squad of white sponge-clad actors — always ready to soak-up household spills and clean up messes.  The campaign has propelled exponential case volume, outpacing category growth by a substantial margin; driving a 5-point share increase in the market with a 20% increase in advertising recall.

Cashmere Bathroom Tissue

Silver, Packaged Goods

Silver, Sustained Success

Cashmere, Canada’s best-selling Bathroom Tissue, has demonstrated some of the most unexpected and compelling advertising ever seen in the category, anywhere.

In 2004, Kruger (formerly Scott Paper Canada Limited) developed a multi-faceted marketing strategy to successfully transfer the Canadian brand equity earned over more than 35 years, from Cottonelle to an entirely new name, Cashmere Bathroom Tissue — without losing market share and leadership position. Cashmere’s new, premium luxury position was and remains…the softest feeling next to your skin; nothing feels like cashmere.

Kruger’s long-term strategy to transition, launch, grow and sustain Cashmere market share has been a resounding success.  Cashmere dominates as Canada’s best selling Bathroom Tissue despite only being sold in Eastern Canada, with unprecedented sales increases year over year, case volume has doubled; translating into an incremental $51 million in annual sales.

The SpongeTowels and Cashmere award-winning campaigns were a collaborative client-agency achievement with advertising partner john st., Advertising Agency of Record of 10 years; Quebec advertising partner Saint Jacques Vallée Y&R; and past associate PALM + HAVAS.

Since its inception in 1993, the CASSIES demonstrate by rigorous case study, that advertising is a prudent commercial investment that pays out against measurable criteria.  The CASSIES are Canada’s only advertising award show based on proven business effectiveness and are presented by the Institute of Communication Agencies (ICA), the Association des agences de Publicité du Québec (AAPQ) and Association des professionnels de la communication et du marketing (APCM).

International Recognition for Innovation and Creativity

Kruger Products has won 38 top marketing and communications awards in the last 10 years, including 25 national and international awards for its innovative PR programs to support Cashmere BT.

Created by Toronto PR firm, Strategic Objectives, the White Cashmere Collection: Fashion with Compassion™ is a unique showcase for Canada’s top design talent and was created to help launch new Cashmere Bathroom Tissue in 2004.

The White Cashmere BT Couture Collection is entirely crafted in Cashmere BT and has showcased more than 100 top Canadian designers to-date.  The first-of-its-kind program, is part of an enduring brand platform that permeates every aspect of Cashmere brand marketing from advertising to on-line; traditional and social media relations; partnerships; special events, exhibits and sponsorships; consumer, customer and employee communications; and a fully-integrated, annual fund-and awareness-raiser for The Canadian Breast Cancer Foundation.

Cleaning UP the Category in 2012

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Nancy Marcus, Corporate Vice President, Consumer Marketing, Kruger Products and Arthur Fleischmann, Partner/President, john st., are available for interviews.  For more information, please contact David Weinstein at Strategic Objectives. Tel: 416-366-7735; Email: davidw@strategicobjectives.com

High-resolution visuals are available upon request and include: Kruger Products logo; Cashmere product photography; SpongeTowels product photography; and photography from the White Cashmere Collection 2011: Fashion with Compassion.

*The Advantage Group International Inc. – Canada 2010 Performance Summary for Head Office Personnel Rating Grocery Channel.

For Immediate Release

January 20, 2011

The Year’s Most Lifesaving Resolution:

Update Your MedicAlert

A lot can change in a year, including important information about your health, which is why MedicAlert is urging its members to review their medical profiles and make necessary changes.

A resolution that could save their life!

According to advanced care paramedic Blair Bigham ACP, MSc, two important factors when responding to an emergency are time and accurate information.  While the MedicAlert 24-hour emergency hotline delivers on time (providing paramedics with access to a patient’s full medical history within 5 seconds flat), the readily available information may not be as valuable if it’s out of date.

“During an emergency, when seconds count, we need to gather information as quickly as possible in order to determine the best course of action,” says Bigham.  “MedicAlert can provide crucial medical details almost instantly — what type of medication a patient is on, if they’ve had recent surgery, emergency contact information and so on.  However, this information is only useful if it’s up to date.  The more up to date the information is, the more useful it becomes.”

In order for information to remain relevant and useful, members should review  their MedicAlert record frequently, confirm its accuracy and make necessary changes as they come up, including:

• Medication:
  • Certain medications might conflict with others causing potentially fatal results — it’s crucial for paramedics to know what medication you are on.  An update is necessary if you’ve stopped taking a medication, are taking a new one or if the dosage of your current meds has changed.

• Health Condition:
  • Health conditions improve or get worse over time.  An update is necessary if your health conditions change.

• Emergency contact information:
  • Emergency contacts or their phone information may change. The unique MedicAlert Family Notification service directly contacts your loved ones immediately after paramedics call the 24-hour hotline. It’s important your emergency contacts know MedicAlert has their information on file and that their phone numbers are accurate.

Update your MedicAlert records!

Visit MedicAlert.ca and click on Update or call 1.800.668.1507 to review your information with a trained medical specialist.  It’s that simple.

About the Canadian MedicAlert Foundation

The Canadian MedicAlert Foundation is the largest membership-based registered charity in Canada and has been the provider of emergency medical information services to more than one million Canadians for 50 years.

While there are a number of medical ID devices on the market, only MedicAlert is supported by a unique 24/7 emergency hotline service staffed with medical professionals ready to provide information and recognize conflicting treatments and medications that could put your care at risk.

The Foundation’s services include electronic health records, a state-of-the-art secure database, a 24-hour emergency hotline for EMS personnel and customized identification products.  Learn more about MedicAlert, how it works, and how you or a loved one can become a member at MedicAlert.ca or by calling 1-866-679-3166.

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For more information, contact Shelley Owen at Strategic Objectives.

Tel: 1-866-366-7733 x268 Email: shelleyowen@strategicobjectives.com

Le 17 janvier 2012

Le cabinet de relations publiques Strategic Objectives
figure dans la liste 2012 de PR News
des 10 meilleures agences en matière de RSE

Le seul cabinet au pays à figurer parmi les 10 meilleurs

en matière de responsabilité sociale d’entreprise

Strategic Objectives, le dynamique cabinet de relations publiques maintes fois primé, a atteint un nouveau et impressionnant sommet. Reconnue pour ses programmes révolutionnaires en matière de responsabilité sociale d’entreprise (RSE), Strategic Objectives est la seule entreprise de relations publiques canadienne à figurer sur la nouvelle liste 2012 des 10 meilleures agences en matière de RSE de PR News, une autorité dans les médias imprimés et en ligne. L’associée Judy Lewis assistera à la remise des prix de RSE (CSR Awards) de PR News le mardi 17 avril, à Washington, D.C., où elle acceptera le prix Cristal exclusif au nom de l’agence.

« C’est un honneur incroyable d’être ainsi reconnus et de figurer dans la liste des meilleures agences en matière de RSE de PR News, déclare la cofondatrice et vice-présidente directrice de l’agence, Judy Lewis. Strategic Objectives s’est engagée à mettre la puissance des relations publiques au service du bien commun et à sensibiliser les gens à l’importance des causes sociales. »

Campagne « Mettons fin au trafic sexuel des mineurs » lancée par The Body Shop

« Les relations publiques exercées avec cœur sont à la base de toutes les activités de Strategic Objectives. Nous sommes très reconnaissants envers nos clients et nos coéquipiers de la créativité dont ils ont fait preuve dans l’élaboration des stratégies de marque innovatrices liées à la RSE et dont les résultats changent la donne. Nous sommes très fiers d’être reconnus par notre industrie », ajoute la cofondatrice et présidente, Deborah Weinstein.

Chef de file en relations publiques depuis plus de 25 ans, l’agence indépendante exploitée en propre a remporté ce titre convoité en raison de sa capacité de longue date et éprouvée à créer des programmes de RSE originaux qui réunissent des grandes marques autour de causes importantes et œuvrent en faveur du bien commun au moyen de collectes de fonds et de campagnes de sensibilisation, au Québec et au Canada.

En voici quelques exemples :

• La Collection haute couture Blanc Cashmere : Mode et compassion(MC), une initiative entièrement intégrée de collecte de fonds et de sensibilisation depuis neuf ans pour le papier hygiénique Cashmere et la Fondation canadienne du cancer du sein. Gagnante de 25 prix nationaux et internationaux.
• The Body Shop et son engagement permanent à défendre les droits humains, notamment dans le cadre de sa campagne « Mettons fin au trafic sexuel des mineurs » 2011, gagnante du Prix du public de l’IABC/Toronto pour la campagne de l’année. Cliente de l’agence depuis plus de 25 ans, The Body Shop a été intronisée au Temple de la renommée de PR News cette année.

Barbecue de bienfaisance Les aliments M&M

• Un programme annuel de bienfaisance avec Les aliments M&M, le plus grand détaillant de plats cuisinés et mets surgelés au pays ayant plus de 450 magasins franchisés, dont 70 au Québec, avec la création de la Soirée nationale du Souper en famille et l’appui de son barbecue de bienfaisance annuel – deux activités de levée de fonds et de sensibilisation pour la Fondation canadienne des maladies inflammatoires de l’intestin (FCMII).
• La création et le lancement de Koodonation(MC) pour Koodo Mobile en 2011. Koodonation est la toute première communauté de micro-volontariat en ligne du pays à promouvoir des changements sociaux sur le Web en incitant des bénévoles à entreprendre une activité sociale.
• Entre autres programmes également dignes de mention : l’initiative annuelle le Mois de la sensibilisation aux maladies inflammatoires de l’intestin, le Mois de la jonquille de la Société canadienne du cancer, les Héros câlins des magasins Build-a-Bear Workshop, la fondation MedicAlert et le programme paralympique de Pfizer, pour n’en nommer que quelques-uns.

Collection haute couture Blanc Cashmere 2011: Mode et compassion(MC)

PR News a pour mission de produire des analyses des activités du marché rigoureuses afin d’aider les entreprises à se démarquer. Sa liste des meilleures agences en matière de RSE regroupe les agences de relations publiques qui ont fait leurs preuves dans le développement et la gestion de programmes de RSE et d’initiatives pour le bien commun pour divers clients. Les membres de la liste comprennent l’importance de promouvoir la RSE auprès des divers intervenants d’un client et ont élaboré des initiatives de communication novatrices et fructueuses.

À propos de Strategic Objectives
Strategic Objectives, dont le siège social est à Toronto, compte des partenaires partout au pays. Elle propose des idées brillantes et de meilleures solutions à de nombreuses marques phares, comme la Compagnie de la Baie d’Hudson, Pfizer, Dyson, Les aliments M&M, Vacances Transat, Koodo Mobile, les produits Kruger, les magasins Build-A-Bear Workshop, les marques YUM!, le chocolat équitable Green & Black’s Organic, Tetley et les chaussures TOMS, pour n’en nommer que quelques-unes.

Reconnue Agence de relations publiques de l’année par l’IABC/Toronto en 2009 et 2011 et récipiendaire du Prix Ace pour la campagne de relations publiques de l’année du chapitre de Toronto de la Société canadienne des relations publiques en 2003, 2006, 2007 et 2011, Strategic Objectives a également remporté de nombreux prix internationaux pour avoir créé des programmes intégrés de valorisation de la marque de classe mondiale dont les résultats sont mesurables. Elle est la seule entreprise canadienne à avoir remporté le Grand Prix des Nations Unies pour ses réalisations exceptionnelles en relations publiques et à figurer sur la liste 2012 de PR News des 10 meilleures agences en matière de RSE.

Autres honneurs : 12 prix d’excellence Golden World de l’IPRA, dont celui récompensant la plus grande créativité, 25 prix Gold Quill de l’IABC, prix de l’Association canadienne du marketing pour le meilleur programme de relations publiques au pays  pendant trois années consécutives, et bien d’autres prix encore. Membre de Pinnacle Worldwide, Strategic Objectives compte plus de 40 professionnels en relations publiques dans ses bureaux de Toronto, dont une équipe entièrement bilingue.

Veuillez visiter le site www.strategicobjectives.com et suivez-nous sur Twitter @SO_pr.

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Deborah Weinstein est disponible pour des entrevues.

Pour obtenir de plus amples renseignements, veuillez communiquer avec Catherine Héroux chez Strategic Objectives.

Sans frais : 1 866 366-7733, poste 222

Courriel : cheroux@strategicobjectives.com

For Immediate Release

January 16, 2012

Toronto PR Agency Strategic Objectives

Named to PR News Top Ten CSR A-List 2012

Only all-Canadian firm to make the Corporate Social Responsibility Top Ten

Team @SO_pr celebrates with the Hudson's Bay Company Olympic fundraising mittens

Strategic Objectives, Canada’s international, award-winning PR powerhouse, has racked up a new and impressive honour.  A global leader in creating breakthrough corporate social responsibility (CSR) programs that do meaningful social good, Strategic Objectives is the only all-Canadian PR firm named to the brand new Top Ten CSR A-LIST 2012 by PR News, the industry’s print and online bible.  Agency partner Judy Lewis will pick up the exclusive Crystal Award at the PR News CSR Awards on Tuesday, April 17, in Washington, D.C.

“It’s an incredible honour to be recognized and inducted to the esteemed PR News CSR A-List,” says agency co-founder and EVP Judy Lewis.  “Strategic Objectives is committed to using the power of PR to create social good and help make a positive difference by advancing awareness of important social causes.”

The Body Shop "Stop S*X Trafficking of Children and Young People"

“PR with heart is fundamental to everything we do at Strategic Objectives. We are extremely grateful to our clients and teammates for pushing the creative envelope with innovative CSR brand strategies that deliver game-changing results.  We are SO proud to be recognized by our industry,” adds agency co-founder and president, Deborah Weinstein.

A leading Canadian PR voice for more than 25 years, the owner-operated independent agency won the coveted title based on its long-standing and proven power to create original CSR programs that marry big brands to important causes and move the fund- and awareness-raising needle for social good — both across Canada and around the world.

Examples include:

• The White Cashmere BT Couture Collection: Fashion with Compassion™, a fully-integrated, nine-year fund- and awareness-raiser for Cashmere Bathroom Tissue and The Canadian Breast Cancer Foundation.  Winner of 25 national and international awards;
• The Body Shop, with its ongoing commitment to defending human rights including 2011’s Stop S*X Trafficking of Children and Young People, winner of the IABC/Toronto People’s Choice Award for Campaign of the Year.  A client for more than 25 years, The Body Shop was named to the PR News Hall of Fame this year;

M&M Meat Shops annual Charity BBQ Day for CCFC

• Serving up year-round social good programming with M&M Meat Shops (Canada’s leading frozen food retailer with +450 stores across the country), including the creation of M&M Meat Shops National Family Dinner Night and support for its annual Charity BBQ Day— both awareness and fund-raisers for the crohn’s and Colitis Foundation of Canada (CCFC);
• The creation and launch of Koodonation™ for Koodo Mobile in 2011. Koodonation is Canada’s first-ever Online Microvolunteering Community promoting Social Change through the Social Web by activating microvolunteers across Canada;
• Additional programs include the CCFC annual Get Gutsy Awareness Month; The Canadian Cancer Society Daffodil Month; Build-A-Bear-Workshop Huggable Heroes; Medic-Alert; and Pfizer Paralympic Games programming, to name only some…

The White Cashmere BT Couture Collection 2011: Fashion with Compassion (TM)

The PR News mission is to provide insightful marketplace analysis, enabling executives to rise above their competition.  Its esteemed CSR Agency A-List, spotlights PR agencies with a proven track record in developing and managing corporate responsibility programs and social good initiatives for clients.  Inductees understand the importance of communicating corporate social responsibility to a client’s various and varying stakeholders and have developed innovative and successful CSR communications initiatives.

About Strategic Objectives
Headquartered in Toronto with associates across Canada, Strategic Objectives provides Smart Ideas and Better Solutions to many of Canada and the world’s leading brands including: The Hudson’s Bay Company; Pfizer; Dyson; M&M Meat Shops; Transat Holidays; Koodo Mobile; Kruger Products; Build-A-Bear Workshop; YUM! Brands; Green & Black’s Organic; Tetley Tea; and TOMS, to name but a few.

Named IABC/Toronto PR Agency of the Year in 2011 and 2009 and winner of the CPRS Toronto PR Campaign of the Year Ace Award in 2011, 2007, 2006 and 2003, Strategic Objectives has won numerous top international awards for creating world-leading, brand-building integrated programs that deliver measurable results. It is the only Canadian firm to receive the exclusive United Nations Grand Award for Outstanding Achievement in Public Relations and to be named to the PR News Top Ten CSR A-List 2012.

Additional honours include: 12 IPRA Golden World Awards of Excellence, including Most Creative; 25 IABC Gold Quills; three consecutive CMA (Canadian Marketing Association) Awards for Best PR Program in Canada; and many more. A member of Pinnacle Worldwide, the Strategic Objectives team includes more than 40 PR professionals in its Toronto offices, including a fully-bilingual équipe.

Please visit www.strategicobjectives.com and follow us on Twitter @SO_pr.

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Deborah Weinstein is available for interviews.

For more information, please contact David Weinstein at Strategic Objectives.

Tel: (416) 366-7735, ext. 231.  Fax: (416) 366-2295.

E-mail:  davidw@strategicobjectives.com

For Immediate Release

January 16, 2012

Build-A-Bear Workshop Seeks Service-Minded Kids to Join Ranks of

Hundreds of Huggable Heroes…and Counting!

Today, more than ever, young leaders are making positive contributions in their communities and around the world.  To recognize, honour and reward these young people,

Build-A-Bear Workshop^® launches its ninth annual search for Huggable Heroes^®. This group will be made up of inspiring young leaders who have a commitment to serve, help others, and make a difference in their community. Kids, ages eight to 18, can be nominated through February 27 by visiting buildabear.com/huggableheroes or picking up an entry form at

Build-A-Bear Workshop stores in Canada, the United States and Puerto Rico.

Armin M., 17, Richmond Hill, ON - 2011 Build-A-Bear Workshop Huggable Heroes

The 10 selected Huggable Heroes will each receive $10,000 ($7,500 in the form of an educational scholarship from Build-A-Bear Workshop and $2,500 from the

Build-A-Bear Workshop Foundation to be donated to a registered charity of their choice). In addition, the Huggable Heroes will receive a trip for themselves and one parent, or legal guardian, to St. Louis, home of Build-A-Bear Workshop World Bearquarters, where they will be celebrated for their work, participate in a professional photo shoot, and take part in a community service project.

Since Build-A-Bear Workshop first launched the program in 2004, more than 100 Huggable Heroes have been recognized, and have collectively been awarded nearly one million dollars in donations and scholarship money. This year, Build-A-Bear Workshop and its foundation will contribute $100,000 more to the educational development and community-minded efforts of young people who do their part with heart.

Entries will be narrowed down to 80 semifinalists in March and to 30 finalists in May.  In June, 10 noteworthy young people will be selected and named 2012 Build-A-Bear Workshop Huggable Heroes.

Cassidy Megan M., 12, Halifiax NS - 2011 Build-A-Bear Workshop Huggable Heroes

“Our Huggable Heroes provide us with hope and inspiration year after year through their efforts to help others,” said Maxine Clark, Build-A-Bear Workshop founder and chief executive bear. “It always amazes me to see how creative and passionate our youth are and how the Huggable Heroes use these skills to help improve the world around us. It is our mission at

Build-A-Bear Workshop to make sure these kids are recognized and awarded for their efforts. We are investing in young leaders today to be future leaders tomorrow.”

Over the last three years alone, Build-A-Bear Workshop Huggable Heroes have raised funds and gathered items valued at nearly $40 million. They’ve logged countless hours giving back, launching toy drives, collecting supplies for underserved children, providing relief to victims of natural disasters, sending care packages and phone cards to soldiers, starting networks that mobilize and empower kids to help others and much more.

To read the stories about the Build-A-Bear Workshop Huggable Heroes and learn more about the program, visit buildabear.com/huggableheroes.

About Build-A-Bear Workshop, Inc.

Build-A-Bear Workshop, Inc. is the only global company that offers an interactive make-your-own stuffed animal retail-entertainment experience.  There are more than 400 Build-A-Bear Workshop stores worldwide, including company-owned stores in the U.S., Puerto Rico, Canada, the United Kingdom and Ireland, and franchise stores in Europe, Asia, Australia, Africa, the Middle East, Mexico and South America. Founded in St. Louis in 1997, Build-A-Bear Workshop is the leader in interactive retail. Brands include make-your-own Major League Baseball^® mascot in-stadium locations, and Build-A-Dino^® stores. Build-A-Bear Workshop extends its in-store interactive experience online with its award winning virtual world Web site at bearville.com^™. The company was named to the FORTUNE 100 Best Companies to Work For^® lists for the third year in a row in 2011. Build-A-Bear Workshop (NYSE: BBW) posted total revenue of $401.5 million in fiscal 2010. For more information, call 888.560.BEAR (2327) or visit the company’s award-winning Web site at buildabear.com^®.

About Build-A-Bear Workshop in Canada

Build-A-Bear Workshop currently operates 20 stores in Canada including four in the Greater Toronto Area, three in the Greater Montreal Area, one in Dartmouth, Ottawa, London, Kitchener-Waterloo, Niagara Falls, Windsor, Edmonton, Saskatoon, two in Calgary, Winnipeg and two in the Greater Vancouver Regional District.

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For more information or to arrange an interview with a Build-A-Bear Workshop spokesperson, please contact Olivia Wu at Strategic Objectives. Tel: (416) 366-7735; Fax: (416) 366-2295; Email: owu@strategicobjectives.com

TRADEMARKS

We would like to thank you for your interest in covering our business. As you write your story, we would ask that you use our full Name: Build-A-Bear Workshop^® and that when referencing the process of making stuffed animals you use the word “make” not “build.”

Build-A-Bear Workshop is our well-known trade name and our registered trademark of Build-A-Bear Retail Management, Inc. Build-A-Bear Workshop^® should only be used in capital letters to refer to our products and services and should not be used as a verb.

Koodo Challenges Canadians to Show They Have the Most Friends with Benefits

Friends with Benefits Facebook game will reward Canada’s most connected Facebook user with a trip for two anywhere in Canada and $5,000

Toronto, ON – Koodo is setting out to discover Canada’s most connected Facebook networker and put them on a plane.

Launching today, Koodo’s Friends with Benefits Facebook game challenges players to bank the kilometres between them and their Canadian Facebook friends to win prizes including a trip for two anywhere in Canada plus $5,000 in cold, hard cash.

The game celebrates Koodo’s introduction of Canada-wide plans that put an end to long distance and roaming charges within Canada.

Friends Helping Friends Win

Friends with Benefits (www.facebook.com/koodo) shakes up typical Facebook applications and contests, using Facebook’s current city settings to calculate the distance between players and their friends. With a “friends helping friends win” motto, game players will work with their Facebook network to collect kilometres, badges and hidden treasures all designed to help them get closer to their friends. The more kilometres they log, the better the chance of winning many prizes including not only the trip and cash but also an Apple iPhone 4S, BlackBerry Curve 9360, Nexus S Android phone, gift cards and more.

“Our Canada-wide plans give Koodo customers the freedom to call anyone in Canada. We wanted to take that one step further by giving one lucky winner a trip to visit anywhere in Canada, with a little help from their social network,” says Nathan Roth, Digital Marketing Manager at Koodo Mobile. “Just think, getting your friends to join your Friends with Benefits posse can help you go polar bear watching in Churchill, Manitoba, or get you to the Calgary Stampede.”

Some Friends are Easier than Others

In Friends with Benefits, you’ll encounter cheeky missions like the “Roll in the Hay” badge, which encourages players to invite a friend from Saskatchewan, or the “Melt Some Ice” badge that challenges you to get a friend from Nunavut to join the game. There are many other badges to be won and hidden treasures to discover, all adding up to one great game.

Friends with Benefits is easy, fun and, like all good games, competitive. Keep an eye on the leader-board to see who is winning and then deploy your vast social network to snag the top spot and the grand prize.

About Koodo

Koodo Mobile is the smart and affordable Canadian mobile alternative. Launched in 2008, Koodo led a mobility revolution across Canada, with a simple and transparent approach to cellular service including plans that are easy to understand and affordable. Koodo also introduced the world to the revolutionary Tab^TM. Often imitated but never duplicated, the Tab is an alternative to fixed-term contracts that allows customers to put up to $150 of a phone’s price on their Tab. Ten per cent of each monthly bill is then credited to the Tab, and existing customers who have paid part or all of their Tab can use it towards a new Koodo phone.

Koodo continues to up the ante on smart mobility, and now offers Canadians affordable and flexible data from only $5 / month. With Koodo, customers are never locked in and won’t be penalized for changing or cancelling their data plan. And since Koodo doesn’t have zones, there are never data roaming charges within Canada. In another industry-leading move, Koodo has also recently given long distance the boot with their new Canada-wide plans. No more long and roaming charges for calls to and from anywhere in Canada.

This innovative approach to affordable mobility has helped Koodo win multiple awards, including being named the 2010 Strategy Brand of the Year – the youngest brand to win this title – and having the 2010 Koodo Sugar Streak campaign be the first ever Canadian campaign selected to Google’s 2010 Annual Global Creative Canvas.

Find more information about Koodo at www.koodomobile.com

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For more information or to schedule an interview please contact:

Kelly Baita or Sarah McConnell

kbaita@strategicobjectives.com or smcconnell@strategicobjectives.com

@KellyBaita or @SarahMcConnell

Strategic Objectives

416-366-7735

For Immediate Release

Transat Celebrates 25 Years of Memorable Vacations

25 Canadians will enjoy a memorable vacation for only $25 in 2012!

TORONTO, ON – January 5 – In 2012, Transat – the leader in Canada’s holiday travel industry – is celebrating its 25^th Anniversary with a silver lining, giving travelers a reason to celebrate!

To kick-off the New Year, Transat Holidays is unveiling exciting promotions that salute the number 25!  Canadians who book their vacation from January 6 – 31, 2012 will automatically have the chance to pay only $25 for their booked vacation!  Every day during this time period, the company will randomly draw one reservation booked that day.  The promotion applies to new bookings of roundtrip flights, packages, cruises or tours to Sun destinations or Europe for travel between January 9 – October 31, 2012*.  The company will also feature other incredible offers at great prices for vacation destinations booked from January 6 – 31, 2012.

“Transat is celebrating its 25^th Anniversary with its customers by offering exciting promotions and lower fares in 2012 and we couldn’t think of a better way to surprise and delight out customers than with a chance to vacation for only $25!” says Joseph Adamo, National Vice President of Marketing, Transat Holidays.  “Holidays are essential and our team of vacation experts is committed to providing the kind of attention to detail that makes every vacation exceptional.”

About Transat

Transat A.T. Inc. is an integrated international tour operator with more than 60 destination countries and that distributes products in over 50 countries. A holiday travel specialist, Transat operates mainly in Canada and Europe, as well as in the Caribbean, Mexico and the Mediterranean Basin. Montreal-based Transat is also active in air transportation, destination services and distribution. (TSX: TRZ.B, TRZ.A)

About Transat Holidays

Year-round, Transat Holidays provides its customers across Canada with a full range of holiday products. It offers sun vacations, with a choice of more than 140 hotels, mainly in the Caribbean, Mexico and Florida, along with an impressive array of flights, packages and tours to some 30 European destinations. Transat Holidays also offers more than 100 cruises all around the world.

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Source: Transat Holidays

www.transatholidays.com

Information: Ive Balins or Adriana Lurz

Strategic Objectives

Tel: (416) 366-7735

Email: ibalins@strategicobjectives.com

* Transat Holidays will deduct $25 from the booking and reimburse up to a maximum of $4,000.  Travelers are automatically eligible when they book their vacation from January 6 – 31, 2012 for travel between January 9 – October 31, 2012.

The Bay Celebrates Banner year with Canada’s First Customer Christmas Bonus December 16 – 18, 2011

TORONTO, Dec. 15, 2011 – 2011 has proven to be a true renaissance year for iconic Canadian retailer, The Bay.  The company continued to cement its status as a world-class department store with many retail game-changing strategies and offerings including: The Room opening in Vancouver; renovations to 81 of its 90 stores coast-to-coast; securing exclusive Canadian rights to TOPSHOP and TOPMAN, the UK-based retail fashion phenomena; the announcement to renovate all its restaurants across Canada with Oliver & Bonacini; and the unveiling of the 2012 Canadian Olympic Team Replica Apparel that will outfit our athletes at the upcoming Olympic Games in London, to name just a few.

“2011 has been a fantastic year at The Bay,” says Patrick Dickinson, Senior Vice President of Marketing, The Bay.  “Canadians have embraced our bold new retail offering and we’ve become the retail destination point by giving Canadians what they want – quality customer service and an unparalleled assortment of top quality products and services that continually evolve to stay fresh and new.”

To celebrate, The Bay is launching Canada’s first Customer Christmas Bonus that is sure to be a hit with holiday shoppers.  It’s a great way to bring a banner year to a close.

Celebrating the Holiday Season
Canada’s first Customer Christmas Bonus
The Bay announces the promotion just in time for the last weekend of holiday shopping set to take place all across Canada.  For one weekend only, customers can save up to 25 per cent in stores from Friday, December 16 – Sunday, December 18.

One Day Sale Success
In addition, The Bay continues the phenomenal success of 2010′s innovative holiday strategy featuring unique One Day Sales. Canadians coast-to-coast have been sweeping stores and surfing online to get in on the flash sales which feature enticing deals on everything from men’s and women’s apparel, cosmetics, small kitchen appliances, and jewellery – perfect for gift-giving.

Canadians can stay in-the-know about the latest deals by signing up for daily notifications via www.thebay.com.

“As 2011 comes to a close, The Bay is proud to have built on our 341-year legacy of retail innovation,” concludes Mr. Dickinson.  “A new era is underway at The Bay, and we can’t wait to continue to surprise and delight Canadians in 2012 and beyond as we continue on our mission to deliver the ultimate shopping destination.”

About The Bay
Hudson’s Bay Company was incorporated in 1670 by a British royal charter under King Charles II.  With an unrivalled 341-year history in Canada, Hudson’s Bay Company is renowned for its historical role in the development of the nation.  Today, The Bay is Canada’s leading department store and has established a reputation for quality, service, and more than ever, for style.  A world-class department store, The Bay offers well edited assortments of exclusive and popular fashion, beauty, home and accessory designers and brands.  The stores are continually evolving to provide customers with new and exclusive merchandise, as well as customized services to set The Bay apart from any other retailer in Canada.  The Bay operates 90 stores in 8 provinces across Canada as well as www.thebay.com, the company’s online store.

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For further information:

Please contact Shelley Owen – sowen@strategicobjectives.com – 416-366-7735

Pizza Hut Introduces Ultimate Stuffed Crust Pizza…
Tantalizing Dogs Across Canada

Pizza Hut partners with the Talking Animal Channel producer to celebrate
the launch of a crust so good, it won’t go to the dogs

Humans aren’t the only ones drooling over Pizza Hut’s new Ultimate Stuffed Crust pizza — the canine community is also begging to sample the cheesy meat-filled crust!

To celebrate the launch of the Ultimate Stuffed Crust pizza, Pizza Hut partnered with Andrew Grantham, producer of the YouTube sensation The Ultimate Dog Tease to create a side-splitting sequel that depicts just how far dogs are willing to go to try to get at that leftover pizza crust.

Watch the video:

NOTE: Pizza Hut ensured that no animals went hungry during the making of this video (nor were their healthy diets compromised).  To mark the premiere of the video and celebrate animals across Canada, Pizza Hut is donating $5,000 to Helping Homeless Pets.

“Pizza Hut has built a reputation on being generous with toppings – we offer the cheesiest, meatiest, tastiest pizza in Canada,” says Arlene Stratton, Senior Marketing Manager, Pizza Hut.  “Well.  Things just got a whole lot cheesier and meatier!  Just when you thought it wasn’t possible to pack any more toppings onto a pizza, we stuffed them into the crust.  It’s like having a whole other pizza inside your pizza.”

The Ultimate Stuffed Crust pizzas — available for a limited time at restaurants across Canada, now until December 31, 2011 — can be enjoyed two different ways: Pepperoni Ultimate Stuffed Crust, stuffed with pepperoni and a cheesy filling and the Meaty Ultimate Stuffed Crust, with pepperoni, mild sausage, beef topping, bacon crumble and, of course, a cheesy filling.  For details and to try it at home visit www.pizzahut.ca.

About Pizza Hut

Pizza Hut is one of Canada’s largest pizza restaurant chains with over 320 franchised restaurants across Canada offering dine-in, delivery and online ordering experiences.  With more than 12,800 locations in 100 countries, Pizza Hut is the world’s largest pizza restaurant company.

Pizza Hut, Inc. is a subsidiary of Yum! Brands, Inc. (NYSE: YUM).  Those hungry for more information can visit us at www.pizzahut.ca.

About Helping Homeless Pets

Helping Homeless Pets is a registered Canadian charity created in November 2006 to help pets needing new homes, by directly supporting pet welfare groups.  We currently have 49 member organizations, all working together to help homeless pets and to prevent future homeless pets. Please visit us at www.helpinghomelesspets.com and help us make a difference.

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For further information:

Please contact Shelley Owen – sowen@strategicobjectives.com – 416-366-7735