If you’ve been scrolling through your social media feed in Halifax and stumbled across a high-energy video spotlighting a local business, odds are it came from Just So You Know Halifax. What began as a COVID-era TikTok experiment has evolved into a full-scale local marketing and media company, spearheaded by entrepreneurs Will Fleming and Peter MacKay.
I spent a day following Fleming and lead videographer Ryan Rafuse as they shot a segment for Just So You Know featuring the beloved seasonal ice cream shop, Dairy Bar, now celebrating its 10th year in operation. Open half the year and located just off Spring Garden Road, Dairy Bar has become a summer staple for Haligonians.
“Every week we offer a new flavour, a new sundae,” said Liana, the assistant manager, who’s now in her third season with the team. “This year, we’ve added more dairy-free options through a partnership with Churn in Dartmouth.” The video has us tasting some of the flavours, and Liana talks about how amplification has helped grow their business.
The visit wasn’t just about showcasing ice cream — it was about capturing the energy, personality, and community spirit of a local gem. As I watched Fleming and Rafuse work, it was clear they weren’t just making content; they were showcasing Halifax to Haligonians and those visiting.
“We’ve always focused on business-first content,” said Fleming, who founded Just So You Know after growing and scaling the TikTok page Way of the Road during the pandemic. Fleming has grown Just So You Know into a local brand with 16,000 followers across platforms and videos that have racked up over 520,000 views — all organically.
He saw the value of social media in building connections, amplifying business and as a business model. “People are craving honest, organic content, real recommendations from real people. If we can put Halifax on the map as a destination through that lens, we’re doing our job,” said Fleming.
“It’s not just about Halifax,” added Rafuse, who got his start filming shoots after becoming Flemings’s roommate two years ago. Rafuse dropped out of his commerce degree to go all-in on entrepreneurship. “We want to replicate this model across Canada — every city has stories worth telling, and we want to be the ones helping tell them.”
They’re not stopping at small businesses either. Just So You Know is now the official marketing partner for Magnetic World, an upcoming Halifax-based music and arts festival among others.
Business partner MacKay sees this expansion as a good strategy for their future. The team manages the festival’s social media strategy and digital storytelling. He explained that the goal is taking the same authentic, high-energy approach that built their brand and making a difference.
“We met Peter through a mutual friend,” Fleming explained. “We hit it off right away. His dad owns the Funky Flea Market, and it made sense to collaborate. It’s about building something that feels rooted in community.”
That grassroots ethos has also made them trendsetters. “We’ve seen our formula copied around the city, but honestly, it’s a compliment. If people are imitating us, it means we’re doing something right,” Fleming said.
With plans to launch longform content this summer, the team is staying ahead of the curve. “People want stories,” Fleming said. “They want depth. So we’re giving it to them.”
Whether it’s shining a light on a neighbourhood ice cream shop or promoting a large-scale music festival, Just So You Know Halifax hopes that they are building more than a business, but a movement rooted in local culture, authenticity, and storytelling.
I cannot wait to see where I shadow the team next. Rafuse said, quoting their famous social media hook teases, “stay tuned, Halifax, this is going to be a summer of… just so you know.”
This article appears in Jun 1-30, 2025.