How SJC Created Canada's Best Advertising Campaign(s) of 2025

At the 2025 National Magazine Awards (NMAs) in June, we were proud to see our SJC Media campaigns recognized with the Gold and Silver awards in the first-ever Best Advertising Campaign category. These advertising honours were in addition to the many editorial NMAs our brands received in both written and visual categories.

The National Media Awards Foundation launched this new intiative with the support of Ontario Creates to champion excellence in Canadian advertising.

With the recent release of the foundation's official Highlights Report, we can take a closer look at the work. SJC Media campaigns won the top two spots and represented four of the seven finalists. They all share a common thread: they moved beyond traditional advertising to create memorable brand experiences.

Here’s a look at what made them successful.

GOLD WINNER: "Catelaine" | Pet Valu x Chatelaine

In a groundbreaking editorial collaboration, Chatelaine transformed into "Catelaine" to celebrate the deep bond between Canadians and their feline companions. The summer issue featured a custom flip cover and a digital hub with expert pet advice and stylish product recommendations from Pet Valu.

The Takeaway: This was a true 360-degree campaign that seamlessly integrated Pet Valu into the Chatelaine editorial ecosystem. It demonstrated the power of authentic storytelling, creating a genuine connection that drove engagement and sales far beyond expectations.

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SILVER WINNER: "Couture Cocktails" | Grey Goose Vodka x FASHION Magazine

To align Grey Goose with high fashion, this campaign showcased bespoke cocktails inspired by Paris couture runway looks and curated by FASHION's creative director. The story unfolded across a custom digital hub, video, branded content, and an event executed by Wonder, SJC Media's events division.

The Takeaway: Success here came from creating a new narrative that felt natural for both brands. By embedding Grey Goose within FASHION's world, the campaign moved beyond product placement to true brand integration, establishing "a new benchmark" for this kind of work in Canada.

More in Best Advertising

Two other SJC Media campaigns were recognized as finalists, reinforcing the authentic partnerships with trusted editorial brands.

Giant Tiger x Chatelaine

A high-impact cover feature on the Summer 2024 issue of Chatelaine integrated Giant Tiger apparel into the magazine’s trusted fashion content, repositioning the brand as both stylish and accessible. The campaign stood out because it was a fun, editorially driven story that would have appeared in the magazine whether it was branded or not.

Value Village x FASHION Magazine

Part of FASHION’s Sustainability issue, this partnership used a custom photoshoot to elevate secondhand clothing into the world of high fashion, positioning Value Village as a leader in the sustainable style movement.

What This Means for Your Brand

These award-winning campaigns point to the effectivnesss of advertising built on collaboration and authentic storytelling within trusted environments. It's about creating content that provides genuine value. This approach connects brands with millions of Canadians by earning a place in their everyday lives.

A huge congratulations to our partners—Pet Valu, Grey Goose, Giant Tiger and Value Village—and the SJC teams who made this work possible.

As you plan your 2026 campaigns, reach out to find out how we can partner to create work that truly connects with your audience. (You might even find yourself recognized at next year's awards.)

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