Swiss Chalet

Reinvigorating an Iconic Canadian Brand

Swiss Chalet


Swiss Chalet had lost relevance amongst a key emerging audience – millennial families. Upstream was tasked with re-igniting an emotional connection with this group by showcasing distinct brand experiences and signature dishes.


We led several custom research studies to gain deep insights into the lives of Millennial families, then built a brand strategy and content platform to showcase Swiss Chalet as the perfect fit for their lifestyle – with cravable dishes, convenient channels and distinct family-centric experiences.

Since 2017, we have worked closely with Swiss Chalet’s internal and external partners, leading and integrating brand strategy across all marketing channels, while writing, directing and producing their broadcast commercials and flagship digital video content.