Brown bagging your way to a Jetta

Apparently, there’s an easy way to afford a 2014 Jetta – start brown-bagging your lunch. That’s the message behind Volkswagen Canada’s new national “Autobahn for All” campaign, which highlights the affordability of the car. New ads feature the line “Did you know that the Volkswagen Jetta costs as little as six-dollars a day? So if […]

Apparently, there’s an easy way to afford a 2014 Jetta – start brown-bagging your lunch.

That’s the message behind Volkswagen Canada’s new national “Autobahn for All” campaign, which highlights the affordability of the car. New ads feature the line “Did you know that the Volkswagen Jetta costs as little as six-dollars a day? So if you bring your lunch to work, you can afford a Jetta.”


Developed by retail and CRM agency of record Palm + Havas, the integrated campaign features two 30-second radio spots, web banners, and two TV spots “Air” and “Soup.”

A dedicated mircosite, experiential marketing, point-of-sale material and digital ads are set to roll out next month.

The TV spots play up the idea that packing a lunch isn’t always practical, and feature Volkswagen engineers employing creative molecular gastronomy techniques to solve common lunch problems.

The campaign launched March 6, and will run until May.

Based in Montreal, Palm+ Havas is a member of the Havas Worldwide network, and its client roster includes VIA Rail Canada, Hershey’s, and Loblaws.

Brands Articles

U By Kotex sinks its teeth into vampire web series

Now at its mid-way point, the series has amassed more than 1.2 million views

Target seeks to bolster Canadian fashion profile

Fashion and business operations a major focus for the discount retailer

A&W now serving chicken raised without the use of antibiotics

Fast-food chain continues its commitment to simple, great-tasting ingredients

Going for the sentimental shoppers

Why food brands are turning to anthropology to tug at Canadians’ heartstrings

McDonald’s profit, sales decline amid ongoing struggles

Fast food giant launches “Our Food. Your Questions.” in the U.S. to improve image

Montreal Canadiens draft Jay Baruchel for fan club launch

NHL team launches Club 1909 to connect with fans around the world

Kraft Peanut Butter brings iconic bears to life

Peanut butter brand introduces plush toys as part of its “Stick Together” campaign

Sears strikes leasing deal with U.K. fashion retailer

Primark to open seven standalone stores in U.S. malls

On the Move — Weekly Roundup

A recap of who’s headed where in Canadian marketing communications