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MadeGood Launches “Un-wreck The Future” Promotional Campaign

August 18, 2021: 12:00 AM EST
The Vaughan, Ont.-based BFY snack company, which is launching a brand platform “enlisting the optimism of youth,” is unveiling a promotional campaign, running in Canada and the U.S., aimed at “tackling issues that will make a healthier, safer, and more equitable future.” A two-minute “Un-wreck The Future” anchor spot features kids inspired by news reports to do something to make the future less bleak. They settle on food insecurity, the focus of the platform’s first year. The campaign message is that even though there are no easy answers – 1.7 million Canadians and 42 million Americans face food insecurity – it is welcoming any and all ideas from people who are invested in making the future better. The campaign was led by Broken Heart Love Affair agency, with Sister agency Lifelong Crush handling digital, the Hype agency supporting PR in Canada, Coast handling PR in the U.S., and Epitaph handling the media buy.
Josh Kolm, "MadeGood launches first brand platform to ‘un-wreck the future’", Strategy Online, August 18, 2021, © Brunico Communications Ltd
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