Zabiha Halal
Dear Canada

Transforming Canada’s #1 halal food brand into the #1 social advocate.

Our Contributions

  • Brand Strategy
    Audience Segmentation
    Creative Development
    Connections Planning
    Social Strategy
    Content Production
    Community Management
    Channel Planning

Across Canada, anti-Muslim hate was becoming far too common. In 2021, the crisis reached a devastating peak when a Muslim family was intentionally run down, leaving a community reeling. Zabiha Halal knew it had to act.

As both advocates and members of the community, the brand deeply understood the pain of prejudice and the weight of harmful stereotypes. Dear Canada was an open letter to a country that prided itself on being open-minded — a national platform created to confront uncomfortable truths and give Muslims a voice, loud and clear.

Our fully integrated campaign transformed Zabiha Halal’s social and digital channels from food-focused content into a hub for cultural conversation.

We designed shareable content to dismantle stereotypes, highlight the lived experiences of Canadian Muslims, and build meaningful connections between Muslim and non-Muslim audiences. By centring authentic voices, we sparked empathy, understanding, and national dialogue.

We started a national conversation Canada couldn’t ignore.

Dear Canada resonated far beyond social feeds — it sparked real dialogue across the country. The campaign was picked up by nine major national news outlets, including CBC, CTV, and Global News, amplifying the voices of Canadian Muslims and elevating the conversation into the public sphere.

By stepping outside the traditional role of a food brand, Zabiha Halal became a catalyst for awareness, understanding, and change — and earned a level of media attention rarely seen in the category.

Our campaign garnered an invitation from one of Canada’s most powerful institutions to address the Senate Committee on Human Rights.

There, we presented findings from our national study on anti-Muslim sentiment, alongside real voices and reflections gathered through user-generated content. It was more than a campaign milestone — it became a national platform for Muslim Canadians to be heard, seen, and to drive lasting change, one story at a time.

SCARY GOOD RESULTS

+1,642%

Increase in engagement across Meta social channels

7.9 M

Video views

142 M

Campaign impressions

20.4%

Average engagement rate