Royal LePage debuts national campaign with Epitaph Group and Mackie Biernacki to enhance brand connection with Canadians
TORONTO, ON – September 17, 2025 – Royal LePage®, one of the leading real estate companies in Canada, launched a national brand campaign earlier this week. The campaign, entitled ‘Agents of a different stripeTM’, reinforces its position as Canada’s Real Estate CompanyTM and connects with multi-generational home buyers and sellers. The ‘stripe’ is a nod to the brand’s logo which symbolizes a home’s picket fence.
In market until early November, the campaign runs across English and French Canada, with emphasis on priority markets. It targets adults aged 30 to 60, with a focus on younger and newcomer audiences.
This integrated digital advertising campaign aims to further lift Royal LePage’s brand awareness and attract new clients for its real estate agents and brokerages. The campaign creative celebrates the real, relatable, and often hilarious reasons people move. It also drives home proof of the brand’s success by featuring powerful messaging like ‘A Home Sold Every 3 Minutes’. These stories highlight how Royal LePage agents go above and beyond, considering every detail to fulfill clients’ unique needs and dreams.
“We are incredibly excited to launch this national campaign which marks a significant evolution for Royal LePage,” said Cheryl Manning, Director, Marketing at Royal LePage. “The campaign vividly illustrates how our agents, with their deep knowledge and unwavering dedication, act as trusted and valued partners, expertly guiding Canadian home buyers and sellers through one of life’s most significant milestones.”
Developed by Mackie Biernacki, in collaboration with Quebec’s Bureau des Artificiers, the new creative brings a fresh twist to a well-known established brand and brings added relevance and standout appeal in today’s crowded real estate market. Mackie Biernacki returned to animation partners Little Giant and audio partners OSO Audio to handle production.
“We wanted the creative to highlight what makes Royal LePage and their agents different. They’re not transactional players. Instead, they use their experience and knowledge of local neighbourhoods to help Canadians find a place to call home, even in these challenging times,” said Malcolm McLean, President and CSO, of Mackie Biernacki.
The media mix includes Connected TV placements on Amazon Prime, contextual video on YouTube, paid social across Meta’s platforms and a national digital out-of-home buy. By layering geo insights on top of national reach, the campaign aims to drive stronger recall and ensure Royal LePage’s message lands in markets where buyers are most active.
Media strategy, planning and buying is led by Epitaph Group. “The strength of this campaign lies in pairing national scale with geo-level insights. By understanding where home buyers and sellers are most active and tailoring our media approach to those regions, we’re able to drive stronger recall and efficiency,” said Emily Clarey, SVP at Epitaph Group.
About Royal LePage
Serving Canadians since 1913, Royal LePage is the country’s leading provider of services to real estate brokerages, with a network of approximately 20,000 real estate professionals in over 670 locations nationwide. Royal LePage is the only Canadian real estate company to have its own charitable foundation, the Royal LePage® Shelter Foundation™, which has been dedicated to supporting women’s shelters and domestic violence prevention programs for more than 25 years. Royal LePage is a Bridgemarq Real Estate Services® company, a TSX-listed corporation trading under the symbol TSX:BRE. For more information, please visit www.royallepage.ca.
Royal LePage® is a registered trademark of Royal Bank of Canada and is used under licence by Bridgemarq Real Estate Services®.
About Mackie Biernacki
Mackie Biernacki is a Toronto-based independent creative agency made of business junkies who are obsessed with results driven problem-solving through creativity.
About Epitaph Group
Founded in 2018, Epitaph Group is Canada’s fastest-growing independent media agency, delivering data-driven, high-performance strategies and media activations that help brands grow share of market.
