Who: Kraft Heinz’s Lunchables brand with Goodby, Silverstein & Partners for creative and strategy; GSP Elevel for production; Zeno Group on North American PR; and Carat for media.
What: “Goodbye/Hello,” a two-part launch campaign to introduce Lunchables back to the Canadian market.
When & Where: The campaign unofficially launched on April 2 with a press conference style video, “Goodbye, Canada,” for TV and digital, as well as a full-page newspaper ad. The second video, “Hello, Canada,” aired April. 3 along with a full-page newspaper ad, to notify consumers that the product is available for purchase in Canadian grocery stores.
Why: According to Innova Market Insights’ annual flavour trends report, nostalgia-inspired flavours with a twist are the number three food trend for 2024. More than 40% of consumers said nostalgic and traditional flavours are the most influential in their choice of food and beverage products, and new products with nostalgic claims have grown 18% annually on average since 2020.
With this increasing interest in nostalgic products, and more than 76% brand recognition, Kraft Keinz saw the perfect opportunity to reintroduce Lunchables to the market and engage multiple generations: parents who remember the snack from their own childhood, and kids who benefit from convenient lunch options but will also appreciate sharing in their parent’s nostalgia.
Now the Lunchables brand is making amends for leaving without saying goodbye, by issuing a formal goodbye 15 years after the product was pulled from Canadian shelves, followed by an immediate reintroduction.
How: To make up for leaving in a very un-Canadian way, the campaign’s anchor videos feature a very Canadian brand representative, both polite and sincerely apologetic. “15 years ago Lunchables disappeared and we didn’t even say anything. I mean who leaves without saying goodbye?” he says “It was just impolite.”
“For Lunchables, returning to one of their original markets like Canada’s is very important. And what better way to say hello than by announcing the goodbye we never had the chance to say?” Goodby, Silverstein & Partners creative director, Kurt Mills, said in a release.
In “Hello, Canada,” the Lunchables representative returns to the press conference table to share a new announcement.
“We’re back Canada,” he says triumphantly as he tears open his dress shirt to reveal a T-shit with Lunchables.ca written across the front. “And we’ve brought snacks,” he adds.
To commemorate the return, and compensate for lost years, the brand is also giving away up to 10,000 product samples at Lunchables.ca.
Flavours include the brand’s fan-favourite Turkey and Ham Cracker Stackers, as well as Cheese Pizza, Pepperoni Pizza and Nachos.
And we quote: “Canadians have been demanding for more variety in the grocery store, especially for more convenient, wholesome mealtime and snack options, and Lunchables is another great option for fans to enjoy.” —Daniel Gotlib, head of marketing and strategy at Kraft Heinz.
