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 that made 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
Made with Toan Mai under Kurt Mills, Daniel Righi, Felipe Antonioli and Luis Giraldo at Goodby Silverstein & Partners. Directed by Shelley Lewis. DoP by Quyen Tran.
We caused quite a stir (on a forum).
We even caught the attention of Max Kerman, one of the most famous rock artists in Canada, the frontman and co-founder of the indie rock band Arkells.
And here is basically everything I’ve just said but in a case study.