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

Aeropostale exits Canada as it files for bankruptcy in the U.S.

The casual clothing retailer is not saying how many Canadian jobs will be impacted

Taco Bell casts customers in a ‘cheesy’ throwback ad

The QSR channels '90s nostalgia in its latest bid for millennial love

TSO getting in tune with digital

A quarter of its media budget now devoted to digital, with plans to break the 30% threshold next year

Drake takes flight over Toronto

Aerial banner promotes rapper's newest album, Views

‘Bringer of Rain’ ups his marketing game

Toronto Blue Jays third baseman Josh Donaldson signs on to promote Flow Water

Marketing Awards 2016: Multicultural jury and shorlist

Winners to be announced at The Carlu in Toronto June 2

Sport Chek celebrates Raptors’ win in timely fashion

Out-of-home campaign celebrating victory launches within minutes of final buzzer

Former Roots executive takes the reigns at Kit and Ace

Wendy Bennison tasked with overseeing the retail brand's expansion

Brands going retail — sporting goods lead the way

Opportunities at retail to connect with the end consumer are endless and exciting