The most effective campaigns don’t begin with creative concepts or influencer lists. They begin with an internally approved brief: a single, shared strategy that informs packaging, media, retail sell-in, shopper activation, and social content.
As a Full Service Agency with deep experience supporting CPG brands through Canada’s retail and marketing calendar, we’ve created a tiered timeline to help you brief, pitch, and launch with confidence.
While these are approximate dates, it’s best practice to work with the sales team to determine when retailers need to see product and category plans.
Strategic Timeline by Campaign Type (Including Brief Approval)
| Campaign Type | Internal Alignment | Agency Briefing | Retailer Presentation | IN MARKET |
| LTO Packaging/Product | 12–14 months before | 10–13 months before | 6–10 months before | 6–8 weeks before holiday |
| Integrated Campaign | 8–10 months before | 7–9 months before | 4-6 months before | 3–4 weeks before holiday |
| Mini Campaign | 3–4 months before | 3–4 months before | 1-2 months before | 2–3 weeks before holiday |
| Social Media Series | 6–14 weeks before | 4–12 weeks before | 4–12 weeks before | 1-4 weeks before holiday |
Canadian Holiday Campaign Planning Calendar
Each key holiday below outlines when to internally align, brief your agency, pitch retail, and go live.
Valentine’s Day: February 14
Ideal for: Indulgent, romantic, giftable items, OR unexpected pairings to grab attention.
| Holiday | Campaign Type | Internal Alignment | Agency Brief | Retail Presentation | In-Market |
| Valentine’s Day | LTO Packaging / Product | April (prior year) | May | August | Early January |
| Integrated Campaign | July | August | October | Mid-January | |
| Mini Campaign | November | December | February 1 | ||
| Social Media Posts | December | Early January | February 1–14 | ||
| Shopper Marketing (End Cap) | May | June | Aug–Sept | Early January |
Why It Matters: Valentine's has one of the shortest seasonal windows but it also has some deep embedded emotions - both positive and negative.
Easter: March/April
Ideal for: Chocolates, brunch, spring/summer gifting, baking & cooking, fresh-themed SKUs
| Holiday | Campaign Type | Internal Alignment | Agency Brief | Retail Presentation | In-Market |
| Easter | LTO Packaging / Product | May–June (prior year) | June–July | September | Early March |
| Integrated Campaign | August | September | Early March | ||
| Mini Campaign | November | January | 2–3 weeks pre-Easter | ||
| Social Media Posts | February | Early March | Week leading into Easter | ||
| Shopper Marketing (End Cap) | June | July | September | March 1 |
Why It Matters: The first major family holiday of the year. Your pitch needs finished packaging comps, not just a strategy deck.
Victoria Day: Third Monday in May
Ideal for: Frozen treats, BBQ, summer formats
| Holiday | Campaign Type | Internal Alignment | Agency Brief | Retail Presentation | In-Market |
| Start of Summer Season (Victoria Day) | LTO Packaging / Product | July–August (prior year) | September | November | Early May |
| Integrated Campaign | January | February | Late April | ||
| Mini Campaign | March | Late March | Week of May 13 | ||
| Social Media Posts | Late April | Early May | May Long Weekend | ||
| Shopper Marketing (End Cap) | September | October | November | May 1 |
Why It Matters: The unofficial start of summer. Retailers plan their warm-weather sets months before spring resets begin.
Canada Day: July 1
Ideal for: Summer LTOs, patriotic branding, snacking
| Holiday | Campaign Type | Internal Alignment | Agency Brief | Retail Presentation | In-Market |
| Canada Day | LTO Packaging / Product | August (prior year) | September | Dec–Jan | Mid-June |
| Integrated Campaign | February | March | June 15 | ||
| Mini Campaign | April | May | June 25–July 1 | ||
| Social Media Posts | Late May | Early June | Final week of June | ||
| Shopper Marketing (End Cap) | October (prior year) | November | January | Mid-June |
Why It Matters: This is more than a holiday. It's a national pride moment. Own it early or risk being drowned out.
Back-to-School: Late August
Ideal for: Pantry staples, lunchbox snacks, convenience SKUs
| Holiday | Campaign Type | Internal Alignment | Agency Brief | Retail Presentation | In-Market |
| Back-to-School | LTO Packaging / Product | September (prior year) | October | January | August 1 |
| Integrated Campaign | March | April | Mid-August | ||
| Mini Campaign | May | June | August 15 | ||
| Social Media Posts | July | Early August | August 20–31 | ||
| Shopper Marketing (End Cap) | October (prior year) | November | January | August 1 |
Why It Matters: Parents shop early. You must have shelf presence by August 1 and influence decisions well before.
Thanksgiving: Second Monday in October
Ideal for: Heat-and-eat, baking, seasonal comfort foods
| Holiday | Campaign Type | Internal Alignment | Agency Brief | Retail Presentation | In-Market |
| Thanksgiving | LTO Packaging / Product | Oct–Nov (prior year) | November | February | Late September |
| Integrated Campaign | April | May | September 25 | ||
| Mini Campaign | July | August | October 1 | ||
| Social Media Posts | Early September | Mid-September | Week before Thanksgiving | ||
| Shopper Marketing (End Cap) | November (prior year) | December | February | September 25 |
Why It Matters: It’s a short campaign window, but a high-reward one. Coherent packaging + in-store + social can lift baseline sales.
Halloween: October 31
Ideal for: Treats, novelty snacks, seasonal impulse buys
| Holiday | Campaign Type | Internal Alignment | Agency Brief | Retail Presentation | In-Market |
| Halloween | LTO Packaging / Product | Nov–Dec (prior year) | December | March | Early October |
| Integrated Campaign | May | June | October 1 | ||
| Mini Campaign | August | September | Mid-October | ||
| Social Media Posts | Late September | October 1 | October 15–31 | ||
| Shopper Marketing (End Cap) | December (prior year) | January | March | October 1 |
Why It Matters: LTO SKUs perform better when paired with stunts or influencer integration. But lead time is essential.
Holiday Season: November/December
Ideal for: Gifting, entertaining, indulgent formats
| Holiday | Campaign Type | Internal Alignment | Agency Brief | Retail Presentation | In-Market |
| Holiday Season | LTO Packaging / Product | Dec–Jan | Jan–Feb | Apr–May | Mid-November |
| Integrated Campaign | June | July | November 15 | ||
| Mini Campaign | September | October | December 1 | ||
| Social Media Posts | Early November | Mid-November | Ongoing December | ||
| Shopper Marketing (End Cap) | January | February | May | Mid-November |
Why It Matters: Retailers lock in holiday promotions early. Your brand needs to arrive with more than cheer; arrive with assets.
Why Approval Stages Is Your Bottleneck
If you're wondering why campaigns feel rushed, it's usually because you didn’t account for the time it takes to get the brief and creative approved.
Most brands underestimate this stage in the process. It often includes:
- Internal debates around budget or business case
- Revisions & cross-functional alignment
- Legal or regulatory review (especially with health claims or bilingual packaging)
- Timelines that need to sync with external co-packers, packaging suppliers, or retail lead times
Want a smooth execution? Start earlier.
Why Your Media and Social Teams Need a Head Start
By the time your product hits the shelf:
- Media buys should be in-market
- Influencers should already have your product
- Social content should be building awareness and anticipation
All of this requires briefing your Media Agency and Social Media Agency with the same clarity and intent as your packaging partner.
Final Thought: Own the Holiday by Owning the Process
Every successful seasonal campaign starts long before consumers see it. It starts with a clear objective, an aligned internal team, and a timely brief that gives your agency and retail partners time to build something exceptional.
So don’t just ask, “When should we launch?”
Ask:
- “When and how do we need alignment?”
- “When does our agency need the brief?”
- “When do our retailers need the story?”
If you get those answers right, the rest flows. Need help getting that process right? As a Full Service Agency, we help CPG brands win seasonal moments by planning backwards across every touchpoint, from shelf to screen.