For those with food allergies, the holiday season can transform from a time of celebration into one of anxiety and isolation. With many traditional dishes containing Health Canada's priority allergens, festive gatherings become a minefield to navigate rather than moments to cherish.

EpiPen set out to change this narrative with "Everyone's Invited" - a comprehensive program designed to make holiday entertaining more inclusive. At its heart was a specially designed entertaining kit that equipped hosts with everything needed to create allergen-conscious celebrations. This was complemented by a rich online hub featuring safe recipe alternatives and practical hosting guidelines.

To bring warmth and expertise to the initiative, we partnered with bilingual celebrity chef Chuck Hughes, who developed custom allergen-conscious recipes and embarked on a national media tour. His involvement helped normalize the conversation around food allergies and demonstrated how simple adjustments could make every guest feel welcomed and valued.

The campaign's message of inclusivity resonated deeply across Canada. It generated over 1.6 million earned media impressions - exceeding goals by 167% - and sparked six major media features. The digital impact was equally impressive, with 2.46 million paid media impressions and nearly 900,000 paid social impressions. Most importantly, through influencer partnerships and social engagement, "Everyone's Invited" helped transform holiday hosting from a source of stress into an opportunity for meaningful connection.