Psycho Bunny x Tennis Canada

Psycho Bunny, a well-established polo brand with a global presence of over 120 stores, was struggling with brand recognition in its home country. Despite being headquartered in Montréal, awareness among Canadians, particularly Quebecers, that Psycho Bunny was a Canadian brand was remarkably low. The brand faced the challenge of connecting with its local audience and reinforcing its Montréal roots, all while leveraging its recent partnership with Tennis Canada.

To position Psycho Bunny as a proud Montréal brand and boost visibility within Canada, we leveraged their partnership with Tennis Canada during the high-profile Davis Cup qualifier. We initiated the campaign by breaking the story in Québec’s top mass media (Journal de Montréal, La Presse), creating a ripple effect that expanded into targeted niche outlets. This multi-tiered strategy ensured widespread coverage, reinforcing Psycho Bunny’s Montréal roots and significantly enhancing its brand recognition and sales across the country.

The impact of our strategy was immediate and powerful. Through a carefully orchestrated media campaign, Psycho Bunny’s partnership with Tennis Canada became the talk of the town. The story broke first in Québec’s leading mass media outlets, generating significant buzz and paving the way for targeted coverage across niche platforms. As a result, we secured 10 unique articles, reaching over 11 million impressions. The campaign not only increased brand awareness but also successfully conveyed the message that wearing Psycho Bunny is synonymous with wearing a piece of Montréal. The immediate aftermath saw Psycho Bunny’s Laval flagship store becoming the highest-traffic location worldwide, solidifying the brand’s newfound identity as a proud Montréal native.

Building on the momentum generated by our initial campaign, Psycho Bunny continues to leverage its partnership with Tennis Canada to reinforce its identity as a proud Montréal brand Despite starting with low brand recognition in Québec, Psycho Bunny’s visibility has soared, with their National Bank Open pop-up in August 2024 generating over half a million dollars in sales from a 600-square-foot space. As Psycho Bunny prepares to expand further into international markets, its roots in Québec will remain a cornerstone of its brand identity.