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Birks Revives 50-Year-Old Campaign Celebrating Canadian Pride March 20, 2025 (0 comments)
Montreal, QC--Canadian jeweler Birks has brought back a nearly 50-year-old ad campaign that originally marked Canada Day, celebrating national pride and unity. According to a news release by CNW Group, the campaign, first launched nearly five decades ago, featured full-page advertisements in Canadian newspapers, highlighting hope and progress for the country's future.
Birks, founded in 1879, has been part of Canadian celebrations and special moments for over 145 years. On March 5, 2025, the company decided to reprint the message.
The original ad stated:
"We are too young not to be enchanted with what's ahead. Not naïve enough to be unaware of growing pains. And certainly not so old that we consider every setback a mortal blow. Our future is exciting because it is built on the kind of dialogue which must inevitably become constructive and progressive. Let us all look upon this moment as a gift to widen our ability to understand… and broaden our capacity to think as big as the country in which we live."
A new tagline was added to the revived campaign: "Together with you, proudly Canadian, now and always."
Per the report, Birks also developed a companion video posted on their social media platforms, highlighting Canadian heritage through iconic visuals such as hockey, Expo '67, Canadian Olympic athletes, and the country's natural beauty. The video has garnered nearly 1 million views, reflecting strong public engagement and national pride.
Katie Reusch, Birks Senior Director of Marketing and Communications, noted the overwhelming response to the campaign. "As a proud Canadian company, we feel it is important to state our values and stand with all Canadians," she said in the CNW Group release. "It is so inspiring to read the comments people have shared that reflect an inspired and unified Canada."
Birks plans to relaunch its iconic maple leaf collection, with a brooch expected to be available this spring, according to the news release.
Check out the news release here.
[Image credit: CNW Group/Birks Group Inc.]
