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As we hit mid-summer, Kelseys Original Roadhouse is encouraging Canadians to make the most of road trip season in their new 'That Kelseys Roadtrip Feeling' integrated campaign.

Launching with television and high-impact OOH this week, the new campaign developed by Lifelong Crush aims to connect the exhilarating feeling you get on a road trip with good friends, crisp drinks, savoury food, fond memories - and the wind in your hair.

“At Kelseys, we aim to give guests a feeling that the Roadhouse is a welcoming place for everyone, where you can come in and enjoy the ride,” says Shannon Lawler, chief operating officer for Kelseys Original Roadhouse.

“We wanted to lean into that relaxed road trip feeling and apply it to the everyday” adds Dina Ricco, sr. brand manager.          

The spot includes key elements including the voice of TSN’s Rod Smith, the longstanding voice of the brand, and the classic retro-funk song, 'Real Good Feeling' by Bobby Byrd as the soundtrack for the summer, reflecting the nostalgic roots and relaxed vibe of Kelseys Original Roadhouse.

“Enjoying that sense of everyday adventure is important for people, and we wanted to capture how this spirit thrives at Kelseys” said Christina Yu, partner, and chief creative officer at Lifelong Crush.

Further campaign support will be rolling out in other media, including fun out-of-home activations on classic road-tripping routes that mirror the video concept showcasing the wind-blown-hair and campaign tagline 'that Kelseys Roadtrip Feeling'.

By leveraging their in-house editorial expertise and strong collaborations with trusted production partners, Merchant and Divisn Post, Lifelong Crush was able to shoot multiple spots in a single day, effectively bundling budgets and resources to provide exceptional value.