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

Royal Roads University gives students a look into the future

School replaces traditional advertising with aggressive social and digital campaign

Kashi Canada’s quest to ‘Plant it Forward’

Health food brand gets Canadians closer to real food with urban garden project

Maple Leaf Foods launches ‘Songs in the Key of Wiener’

Facebook campaign for Larsen Wieners pays homage to the “As Seen On TV” era

Mattel and Walmart open virtual store in Pearson Airport

The brand and retailer are targeting busy travellers this holiday season

Nissan hopes to score with final leg of CFL program

“Back in the Game” sending high school football teams and media to Grey Cup

Mark’s pops up in Vancouver with football competition

CFL partner will test fans’ skills ahead of Grey Cup championship this month

UPDATED: Reitmans shutting down 107 Smart Set stores

Company to convert 31 stores to operate under other fashion brands

Home Depot faces dozens of lawsuits over data breach

Litigation may distract management and affect how the retailer runs its business