Lunchables left Canada unannounced in 2008. For years, Canadians were buying from a knockoff brand called “Lunch Mate,” mistakenly believing it was “the Canadian Lunchables”. To reintroduce the brand to the country in 2024, we ran a nationwide campaign across TV and newspapers to deliver the long-overdue goodbye Canadians were owed, and immediately followed up with our actual comeback announcement. Lots were pissed, some even cussed, and profanity makes for a nice case study I believe.
Featured by Activation Ideas, Campaign Canada, Little Black Book, NOW Toronto, Global News Morning Toronto, Toronto Star, National Post, Virgin Radio Edmonton
Riveting discussions ensued.
This also caught the attention of Max Kerman, the frontman and co-founder of the Canadian indie rock band Arkells. They are kind of a big deal over there. Or so I was told.
And here is basically everything I’ve just said but in a case study.
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