GOODBYE-HELLO CANADA
LUNCHABLES



After Lunchables disappeared from Canada unannounced in 2008, Canadians started buying from a knockoff brand called “Lunch Mate,” mistakenly believing it was “the Canadian Lunchables”. It wasn’t. To reintroduce Lunchables to Canada in 2024, we ran a national campaign across TV and newspapers to first deliver the long-overdue goodbye Canadians were owed, and immediately follow up with our actual comeback announcement. Canadians were pretty pissed and some of them even cussed and profanity always makes for a nice case study I think.

Mentioned by Activation Ideas, Campaign Canada, Little Black Book, NOW Toronto, Global News Morning Toronto, Toronto Star, National Post, Virgin Radio Edmonton




Riveting discussions ensued on a forum.



We also caught the attention of Max Kerman, the frontman and co-founder of the Canadian indie rock band Arkells. The band’s very well known. Or so I was told.



And here is basically everything I’ve just said but in a case study.



Made at Goodby Silverstein & Partners
Copywriter: Quynh Tran
Art Directors: Toan Mai, Felipe Antonioli
Creative Directors: Kurt Mills, Daniel Righi
Director: Shelley Lewis
Director of Photography: Quyen Tran
Editor: David Becker