The Work
Kraft Heinz "Goodbye/Hello" by Goodby Silverstein & Partners
A press conference style launch campaign to reintroduce the Lunchables brand to the Canadian market.
Luchables returned to Canadian grocery stores this month with a video campaign initally released in two parts (later combined). The first asset "Goodbye, Canada," hit the market on April 2 including a full-page newspaper ad expressing a belated goodbye, and a press conference style video, in which a Lunchables representative politely expresses his regrets for not saying goodbye when the brand left Canada 15 years ago. The second part of the campaign, "Hello, Canada," dropped the next day, including another full-page newspaper ad reintroducing the brand and a follow up press conference style spot in which the same representative returns to the press table to announce Lunchables return to the market.