Goodfood Market Spokesperson Bob Ross Helps Bring Back the Joy of Mealtime

Goodfood Market Corp. is showing Canadians that there’s a stress-free and even joyful solution to mealtime by pulling inspiration from the ultimate calming presence Bob Ross in its new brand campaign. 

Marking a return to routines, it’s no secret that September is one of the most stressful times of the year. With meal planning topping the list of stressors, the daily 'what's for dinner?' is enough to make one break out in hives. To get ahead of Stress-tember, Goodfood is bringing back Bob Ross as a new spokesperson to recreate The Joy of Painting with delicious meal occasions, portraying a simple zen-like approach to mealtime brought to you by Goodfood On-Demand. 

“Most consumers know Goodfood as a leading meal kit brand, but we also deliver groceries, prepared meals and even alcohol in minutes - with no subscription needed,” said Jennifer Stahlke, EVP of marketing, Goodfood. “With Goodfood On-Demand, solving the stress of meal-time has never been easier and we wanted our campaign to visually reflect that.”

Developed with creative AOR John St., and with permission from the Bob Ross estate, the Goodfood brand campaign is built around national TV spots, which launched this week.

“Beyond delivering meal kits and groceries quickly, Goodfood delivers complete stress-relief by solving what's for dinner,” said Cher Campbell, CCO, John St. “It’s the Bob Ross of meal planning, and who doesn't love Bob Ross? So, we brought him back to life as Goodfood’s new spokesperson: painting delicious meals with his signature ease and aplomb, all while zenning the viewer out.” 

The campaign will be supported by digital video, social and OOH ads, set to launch later this year.