A handful of names became indelibly lodged in the collective memory of the many millions of Canadians who watched every pitch of the World Series this fall.
Trey Yesavage, the young rookie phenom with the magical arm; Max Scherzer, the aging starter who screamed at his manager and won the hearts of the country; Vladimir Guerrero Jr. always smashing the ball, and of course Metro Compactor.
The Blue Jays may have lost the World Series, but the Mississauga-based waste equipment provider hit a home run with its first national TV campaign running through the playoff broadcasts on Rogers Sportsnet, which drew record breaking audiences.
The B2B company ran its ad during games one, two and three of the ALDS, game seven of the ALCS, and game seven of the World Series. It was not the same kind of saturation buy that had some fans complaining about overload during the playoffs, but it did stand out for being so unlike the other consumer ads people are accustomed to seeing during big sporting broadcasts.
It was standard B2B creative, an earnest VO introducing viewers to the brand and what it does, over shots of heavy equipment, industrial settings and smiling employees.
Metro Compactor typically promotes its brand through trade shows, targeted digital campaigns and industry partnerships—not primetime national TV.
“Our marketing has always been relationship-driven and data-informed, designed to connect with our customer demographic of property managers, developers, and facility operators in both residential and commercial sectors,” said Anannya Biswas, national marketing manager at Metro compactor.
So why take such a big (ie. expensive) swing on a Blue Jays playoff run? (One media exec told Campaign a 30-second spot on Sportsnet was going for about $160,000 in Game 2 of the World Series.)
Campaign spoke with Biswas to learn more about the unusual strategy, what specific goals they had for the campaign and how much that big swing paid off.
One of the popular narratives in the industry is that there are cheaper ways than TV ads to reach audiences, especially in B2B. Why did you choose to go against this narrative and break into the TV space?
As a marketing professional with over 12 years of experience in B2B I’ve learnt that at the end of the day, you can’t always conform to the “narrative.” Who is setting these anyway? Cost is obviously at the forefront of any strategic decision-making, but this particular event was an exceptional opportunity for our brand to reach millions across the country.
As a reminder, we operate in the “waste industry” – a largely ignored or unsexy, but highly necessary industry of modern civilization. And the people associated with this industry are the same ones who are rooting for our sporting champions. Yes, there are cheaper methods, but can they get you the same brand awareness and impressions of an audience that was tuned in so extensively during these games? I don’t believe so.
The Blue Jays playoffs gave us a rare emotional bridge to connect with our customer base, beyond contracts and equipment. But more importantly, it sent a message that as a company, we create great jobs for great people. We are proudly Canadian and it's mainly because men and women from across Canada work on our teams with the sole goal of providing best-in-class service to our customers and to have meaningful employment in a company that cares.
Why did Metro Compactor choose to carve out budget for World Series ads?
Because moments like the World Series transcend sport, they unite Canadians. As a proudly Canadian company with deep roots and coast-to-coast operations, aligning our brand with a moment of national pride and collective energy felt natural.
From a marketing standpoint, it was also a calculated decision. It was timed to cap off a record-breaking year for us and amplify awareness when national attention was at its peak.
What did you want to accomplish by advertising during the World Series?
Essentially, we had three core goals:
Brand awareness and elevating brand perception: Positioning Metro Compactor Service as a national, trusted, technology-driven leader in the waste equipment space.
Building emotional resonance: Connecting with audiences outside our usual B2B environments.
Celebrating our people: Technicians, production workers, office and service professionals—everyone who has been keeping our promise of “Super Service.” Since 1978.
We designed this campaign to make Canadians proud that a homegrown company is setting industry standards not only through innovation but also through integrity and service.
What results have you seen from these ads and their placement in your business?
The results have been mind-blowing. Our phones were pinging non-stop – our customers were reaching out, saying that they saw us and our ads on TV. It was unreal. In addition to brand lift and visibility, we saw a 378% increase in Google Ads Conversions, along with a notable increase in inbound leads and RFP inquiries.
We also saw a 40%+ increase in website traffic, especially from provinces with milder traction. But beyond metrics, the campaign achieved something more enduring. It ignited pride within our teams and reminded the industry that even in a traditional sector, innovation and storytelling still matter
What other advertising did you do to complement the TV ad?
We complemented the television campaign with concurrent radio ads, creating a powerful audio-visual synergy that strengthened message recall and brand retention. The combination of seeing and hearing our message across different mediums helped reinforce Metro Compactor’s identity that was both memorable and emotionally resonant.
We also ran a cohesive digital push across our social media platforms, ensuring that our storytelling remained consistent from broadcast to online. From LinkedIn to Instagram, each channel carried the same creative narrative and visual language, allowing us to meet audiences wherever they were consuming content – creating a 360-degree brand experience with every impression.
Did you work with agency partners on this campaign?
It was essential that the campaign reflected the authentic DNA of Metro Compactor Service and that required hands-on creative leadership from within. The concept, strategy and brand positioning were developed in-house under my direction as head of marketing, ensuring that every element aligned with our purpose and national identity.
To bring our vision to life, we partnered with SilkRoad Production, our trusted creative agency, led by Tarnpreet Singh, principal videographer and CEO. Tarnpreet and I have collaborated closely for over two years, and this project was a true culmination of that partnership. SilkRoad handled the full production execution, from filming to post-editing, based on the strategic and creative direction provided by me.
Every individual featured in the commercial is a Metro team member, which gave this campaign a deeper sense of pride and meaning. It wasn’t just about showcasing our equipment or services, it was about showcasing our people, our biggest strength. This campaign showed what’s possible when a B2B brand dares to tell a bigger story, one that connects people, purpose, and performance across the country.
And of course, to bring this campaign to the national stage through Sportsnet and Sportsnet+, we worked directly in partnership with the Rogers Sports and Media team [no media agency], whose collaboration was instrumental in bringing our message coast-to-coast.
Has this experience prompted you to consider more TV ads?
As strategic decision-makers in industrial SMEs, we’re acutely aware that every high-value marketing investment must serve a clear purpose and deliver measurable impact. I’ve always believed in the power of visual storytelling and its ability to connect emotion with message, and data with brand purpose.
The campaign’s performance across both TV and online streaming reaffirmed my belief and has opened doors to considerations. When executed with precision and authenticity, broadcast advertising can be a credible and high-performing component of a modern marketing mix, even in traditionally B2B industries like ours.
That being said, our first-ever venture into broadcast and sports marketing was very much influenced by the momentum of the Blue Jays season. Their remarkable performance created the perfect backdrop for us to maximize brand visibility and awareness ROI, even with the higher investment that comes with national sports media.
