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.

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