During the pandemic, Harvey's sought a meaningful and cost-effective way to support Canadian front-line workers while staying true to its community-driven brand values. I brainstormed and helped champion the concept of the Harvey's RV; a fully branded mobile experience designed to travel across the country, delivering free meals as a tangible "thank you" to those on the front lines. The campaign was built not only as an act of goodwill, but as a social-first storytelling opportunity that could amplify impact nationwide.

I was the Senior Designer behind the creative concept and visual direction of the Harvey’s RV campaign. From the initial brainstorming sessions with the C-level marketing team through execution, I developed the campaign approach, designed the RV exterior and supporting assets, and collaborated directly with production vendors to bring the experience to life. My responsibilities included the RV and trailer wrap design, campaign identity, social content direction, promotional materials, and on-site signage. I worked closely with print and fabrication partners to ensure the vision translated seamlessly from concept to reality.

The Challenge

Thank Canada’s Front-Line Workers at Scale

In 2020, as the pandemic reshaped daily life across Canada, Harvey’s wanted to give back in a meaningful way. While many brands pulled back, Harvey’s had already implemented curb-side pickup and was experiencing record profitability. The opportunity was clear: use momentum to support those putting themselves at risk every day.

The objective was ambitious, give away 50,000 free burgers to front-line workers nationwide, while working within a modest launch budget. The activation needed to be safe, mobile, socially distanced, and capable of generating national goodwill without heavy media spend.

The Insight

If Canadians couldn’t come to Harvey’s, Harvey’s would go to them.

A traditional food truck had been discussed internally for years, but the timing had never aligned. When an RV and trailer became available at an accessible price, the solution became obvious.

Canada’s vast and beautiful landscape, combined with restricted indoor gatherings, created a unique opportunity: a branded RV travelling coast to coast would be both practical and symbolic. It allowed for physical distancing, controlled food distribution, and a rolling piece of national storytelling.

Rather than rely on paid media, we focused on creating something inherently shareable. The RV itself became the hero asset. A fully branded mobile kitchen designed to spark social engagement and local news coverage in every city it visited. The campaign identity, hashtag #HarveysRV, and supporting signage were built to feel bold, Canadian, and celebratory. The restaurant build team outfitted the RV interior with a full kitchen, while I ensured the exterior and campaign touchpoints delivered a cohesive, high-impact brand experience.

The Execution

Bringing the Road Tour to Life

The RV interior was outfitted with a full operational kitchen by Harvey’s architectural team, enabling safe, on-site food preparation. The tour visited more than 20 cities across Canada and ran for over 5 months. Each stop generated localized social content and organic engagement, amplified by local news coverage and national PR pickups. What began as a pandemic initiative evolved into a long-term branded asset. The RV continues to be used at events across Canada today, extending its value well beyond the original campaign.

The Impact

A Record-Breaking Year for the Brand

What started as a modest activation became one of Harvey’s most meaningful and visible brand moments, proving that creativity, when aligned with purpose, can drive both impact and performance.

More than 55,000 free burgers distributed to front-line workers

Over 16,000 meals donated to Food Banks Canada

Significant PR coverage across national and regional outlets

Contributed to Harvey’s strongest financial year on record in 2020

Strengthened brand sentiment and reinforced Harvey’s proudly Canadian positioning

To comply with non-disclosure agreements, I have omitted and obfuscated confidential information in this case study.
All information in this case study is my own and does not necessarily reflect the views of Harvey’s or Recipe Unlimited.