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MISSISSAUGA, Ont. (Friday, April 24, 2026) — When Toronto-based marketing agency MAWG requested support to move and maintain large volumes of ice for a time-sensitive build promoting Drake’s highly anticipated Iceman album release date, The Erb Group mobilized quickly.
The ice installation was developed as a visually impactful public display, using ice blocks to reveal the album’s release date, contributing to the campaign’s overall visibility and engaging fans from Toronto and beyond.
The project involved transporting more than 430,000 pounds of ice, with individual blocks weighing 285 pounds and each skid totaling 2,280 pounds. In total, 12 loads were coordinated using six trucks and a team of six drivers, each completing multiple runs to meet tight timelines.
Operations began overnight on April 19, with product moving from Ice Culture in Huron County to Toronto under challenging spring conditions. Rain and fluctuating temperatures, from 7 C to -2 C, added complexity and required precise temperature control and timing throughout the move. Tight timelines meant shipments had to arrive in sequence, with no delays or idle time on site.
To ensure seamless execution, business development manager Barb Lis and Toronto terminal manager Tom Hill were on-site, working closely with dispatch to coordinate transportation, staggering all arrivals to enable rapid offloading, and allowing the production team to begin building immediately.
As a Canadian company, Erb was pleased to support a project tied to Drake and help bring a creative vision to life in Toronto. With an established presence in the Greater Toronto Area, the team’s local expertise supported both planning and execution.
“People see the final result, but not the logistics behind it,” said Barbara Lis, business development manager at Erb. “Moving more than 430,000 pounds of ice overnight required precise coordination across our transportation, cross-docking and cold storage operations. Everything had to arrive on time and in sequence. Projects like this show how logistics works behind the scenes to support cultural moments like this.”
The project also reflects the growing demand for non-traditional cold-chain logistics and Erb’s ability to deliver tailored support for innovative, time-sensitive builds and large-scale installations.
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About The Erb Group
Founded in 1959, The Erb Group is one of North America’s largest privately-owned refrigerated transportation providers. The Erb Group specializes in the timely, protected distribution of temperature-controlled perishable goods across Canada and the U.S. The Erb Group is a family-owned business that employs over 1,300 people, operates 1,000 trailers, and maintains 600 power units. Its head office is in New Hamburg, Ontario, with additional Canadian terminals in Baden, Toronto, Thunder Bay, North Bay, Ottawa, Montreal, Trenton, and Winnipeg, and a U.S. terminal in Elverson, PA. Find The Erb Group on LinkedIn, Facebook and Instagram.
