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With their :30 launch spot premiering last night during the Oscars, Goodfood, Canada’s #1 meal kit service is introducing Canadians to their new spokesperson… or rather, spokesraccoon. Richard, billed as a ‘Local Raccoon’ isn’t your usual brand ambassador because his #1 enemy in this world is the Goodfood brand itself. 

“At Goodfood we’re on a mission to be “good-er” in everything we do,” said Jennifer Stahlke, EVP marketing, Goodfood. “We’re working towards 100% locally sourced ingredients, partnering with local chefs and restaurants to try and create a stronger connection to the food on your plate and most importantly all our meals are perfectly portioned, so there’s zero food waste,” Jennifer continued. 

The campaign highlights a staggering stat, that 58% of food in Canada is wasted. “As we were generating ideas to bring the ‘Be Good-er’ platform to life we started to think about who would be most negatively impacted by an initiative that led to less food waste. And the answer was obvious: raccoons,” said Jamie Marcovitch, ECD, john st. “So we created Richard, a hungry scavenger who’s mad as hell and isn’t going to take it anymore,” continued Jamie. 

Partnering with Puppet Island on its creation, Richard was designed to be a lovable, charming, sometimes cantankerous character who has finally been giving the forum to explain everything wrong about Goodfood meals, which are, of course, all reasons why humans would want to order them. 

“Richard is only the beginning. The ‘Be Good-er’ platform is just the start of an ongoing initiative we hope will give the food we all eat more meaning. And hey, if we make a few raccoons unhappy in the process, so be it,” said Jamie.

TV media buying was handled by PHD. The campaign is now live through both English and French markets across Canada and will also be supported through social and digital channels.