Chefs Plate - Case Study

Chefs Plate | How a Tweet from The Weeknd Allowed Us to Pivot and Gain 24 Links for Our Canadian Food Client

In a Nutshell:

  • We surveyed 1,003 Canadians to find the most used, least used, and most desired food emojis in Canada 
  • After spotting a tweet from The Weeknd calling out for a sugar emoji, we pivoted our campaign and the links came flooding in
  • Our quick and easy survey campaign gained 24 backlinks for Chef’s Plate across Canadian news publications including,, and Toronto Sun.

A whopping 92% of us use emojis when communicating digitally. Sometimes we use them to sum up how we’re feeling, and other times we just want to tell others what we’re having for lunch. Which got us wondering, what is Canada’s most popular food emoji?

Food Emoji Campaign


How did we identify the opportunity?

After a successful ideation session opened up some thoughtful group conversation, we were left pondering – what is Canada’s favourite food emoji? Landing a super simple, yet intriguing campaign idea to find out the answer.

We wanted to know which food emojis Canadians used the most, the least, and discover the food emojis Canadians wanted to be released asap.


What did we do?

A tried and tested classic in the world of public relations is the good ol’ survey. As our story required gathering new data, a survey would help our questions reach 1,003 Candians to find the answers.

After collecting findings from our online survey, we created our story and built a landing page on our client’s website, displaying our findings for each question in a listicle, and using all of the data at our disposal to pull out key takeaways as insight snippets e.g. “the eggplant emoji is frequently used by Gen Zs, with 24% of 18-24 year olds claiming that this is their most used food emoji”.

Our story was written into a press release, and we began outreach, targeting Canadian news and entertainment publications. 

Our initial outreach didn’t gain the coverage we were hoping for, but after spotting a tweet from The Weeknd asking ‘why is there no sugar emoji?’, a pivot opportunity presented itself. The Weeknd is an insanely popular Canadian artist, and the tweet had amassed 78.3K likes in less than 24 hours, so it was a no brainer.


What outcomes were achieved?

Our instincts proved right, and pretty quickly our pivot caught the attention of target publications, gaining 24 backlinks with an average domain authority of 56. Key Canadian news publications including,, and Toronto Sun picked up the story, amassing an estimated 130,000 views.


Final Thought:

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