Challenge
Heart to Home Meals has long helped seniors maintain their independence through convenient, nutritious meal delivery, but the brand had an opportunity to play a much bigger role in the national conversation around aging at home. To get there, it needed to build broader awareness, strengthen its category leadership and reach seniors and their families through the stories and channels they trust.
The challenge wasn’t simply generating media coverage; it was establishing Heart to Home Meals as a credible voice on the issues affecting older Canadians while connecting that thought leadership back to the brand. Talk Shop set out to build a long-term communications platform that could expand its national presence, open new audiences, and turn earned media into lasting visibility for the business.
Our Approach
Talk Shop developed an integrated communications program that brought together media relations, thought leadership, sponsored content, original research and spokesperson storytelling to reach seniors and their families across Canada.
The approach combined always-on storytelling with strategic moments designed to give Heart to Home Meals a meaningful role in conversations about aging. A diverse bench of spokespeople brought different sides of the brand to life, from Chef Tim in lifestyle press to regional franchisees in outlets like CityNews Vancouver and Radio-Canada.
Rather than chasing volume, Talk Shop prioritized Tier 1 placements — Chatelaine, National Post, Radio-Canada — that reached the brand's core audience directly. That focus paid off in earned SEO impact, doubling search visibility since PR began.
An original Seniors Month survey, distributed nationally, gave the brand an ongoing research engine still fueling content and story angles today. Sponsored placements, including a National Post feature and a national audio campaign, added guaranteed reach on top, with the audio campaign alone delivering 4X its guaranteed impressions.
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Results
Talk Shop secured earned placements, plus a Seniors Month press release reaching over 28M impressions across more than 100 outlets, including National Post and Yahoo! Finance.
Coverage on Radio-Canada marked the brand's first French-language placement, reaching 6.9M impressions and opening Quebec audiences nationally. Combined with sponsored campaigns — a National Post feature, a national audio release, and a Mother's/Father's Day TV tour — the program delivered 237 total media hits and 10.2M+ earned impressions, backed by a spokesperson bench now active across every core brand pillar.
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