“Home for the Holidays” Recognized Among Best New Product or Service Launches and Best Use of Media Relations


TORONTO, April 29, 2010 — Broad Reach Communications was honoured with two prestigious Canadian Public Relations Society (CPRS) Toronto ACE Awards last night where “Home for the Holidays with Cadbury Home Entertainment Products” was recognized with bronze awards for Best New Product or Service Launch and Best Use of Media Relations – Budget Under $50,000.


The annual CPRS Toronto ACE Awards recognize the top public relations programs, campaigns and strategies in the Greater Toronto Area (GTA). Award winners are selected by a distinguished panel of judges made up of senior public relations practitioners from the agency, corporate, academic and government sectors in Toronto. This year’s gala was held at the Berkeley Church in Toronto and was attended by 300 of the city’s leading PR professionals.


“The ACE Awards honour the finest talent and innovation in the Toronto public relations industry. This year’s winners continue to push the boundaries and set exemplary results,” said Martin Waxman, APR, president of CPRS Toronto.


In 2009, UK-based Giles & Posner, the company that introduced the chocolate fountain to Europe, selected Broad Reach Communications to support the launch of a decadently delicious Cadbury® branded home entertainment product line via a national media relations campaign. Designed exclusively for the Canadian market, the new product line combines the Canadian consumer’s favourite chocolate with the UK’s favourite home entertainment products—all at an attractive and affordable price. The products featured in this new range include: Cadbury® Chocolate Fountain, Cadbury® Hot Chocolate Drink Maker, Cadbury® Caramilk® Fondue Set, Cadbury® Caramilk® Fondue Fillers, Cadbury® Crunchie® Fondue Set, Cadbury® Crunchie® Fondue Fillers, Cadbury® Chocolate Fondue Set and Cadbury® 227g Milk & Dark Fondue Chocolate. This is Cadbury Canada’s first-ever foray into branded home entertainment products.


“The media coverage Broad Reach Communications generated was nothing short of outstanding,” explained Hitesh Patel, Chairman and Managing Director, Giles and Posner. “Not only were our Cadbury-branded home entertainment products featured in 73 stories across Canada and seen by over 26.5 million individuals, the coverage literally drove customers into stores. It also played a key role in helping us secure prime retail space, generate repeat orders with retailers such as Wal-Mart, and secure the interest of new retailers including Metro and Shoppers Drug Mart. This far-exceeded our expectations.”


“We are very proud of these awards as they represent the outstanding work and exceptional results that Broad Reach delivers to clients each day,” explains Andrea Lekushoff, president of Broad Reach Communications. “This project was an absolute pleasure from start to finish: Not only did we love the products, we were thrilled to represent Giles & Posner and Cadbury Canada—two incredibly prestigious and well respected brands. I would also like to recognize the Broad Reach team that worked on this project whose talent, creativity, and strong media relationships turned this into an award-winning campaign, of which we are all very proud” concluded Lekushoff.


For images of the range of Cadbury home entertainment products as well as photos of the Broad Reach team at the ACE Awards gala, visit Broad Reach’s Flickr channel at www.flickr.com/photos/broadreach/sets.




About CPRS Toronto

CPRS is a national organization representing the public relations profession through the establishment and maintenance of high professional, educational and ethical standards. CPRS Toronto is one of the largest member societies composed of more than 600 members. For more information, please visit www.cprstoronto.com.


About the CPRS Toronto ACE Awards

The annual CPRS Toronto ACE Awards is celebrated every spring in Toronto. The top public relations programs, campaigns and strategies are recognized to set new and higher standards for the profession. The ACE Awards are recognized as one of the top 10 events in Toronto by Biz Bash Magazine.


About Giles & Posner

Giles & Posner is a leading London, U.K.-based developer and supplier of chocolate fountains, tabletop food preparation and gift products for businesses and consumers. It was founded in 2003 by chefs Darren Giles and Justin Posner as a chocolate fountain rental business for the professional catering market. The company’s first retail product was an industry-first Chocolate Fountain for home use. Since then the team has continued to evolve and introduce a wide range of innovative tabletop products for dining and entertainment functions of all sizes. For further information, visit www.gilesandposner.com.




A leader in the Canadian public relations industry, Andrea Lekushoff has more than two decades of experience as a communications strategist and trusted advisor for some of the world’s most respected brands. Email Andrea