Villaggio Celebrates Hosting as Something To Savour, Not Stress Over

Across the country, Canadians say they want to spend more time with friends and family. But, in a world full of pressure, perfectionism, and comparison, more and more Canadians feel hosting has become more of a performance than a pleasure. In fact, recent research shows that 51% of Canadians entertain guests at home less than once a month—even as dining out declines. Source: NIQ

To help shift that mindset, Villaggio's latest national campaign encourages Canadians to take the stress out of getting together and rediscover the joys of simple hosting. Built on the idea that connection matters more than perfection, the campaign positions Villaggio’s range of Italian-inspired breads as the no-fuss foundation for shared meals—reminding people that with the right loaf, good company, and a bit of music, you’ve already nailed it.

“Somewhere along the way, hosting became about impressing guests, not connecting with them,” said Jenn Green, VP, strategy at King Ursa. “Villaggio wants to change that narrative by lowering the stakes on the stress of it all and raising a “toast” to what really matters—more time together.”

The campaign kicks off with an endearingly overwhelmed host sweating the details of sandwich presentation—until a straight-talking loaf of Villaggio bread chimes in with some much kneaded advice.

Created by Toronto agency King Ursa, the campaign spans online video, digital, social, and in-store, with messaging designed to reframe hosting as something to savour, not stress over. While the campaign is full of humour and charm, it’s grounded in a deeper truth: what people need most right now is connection—and Villaggio’s range of delicious, shareable breads makes that easier.

“The campaign is backed by a new brand platform, that challenges the modern perception of hosting as overwhelming by empowering Canadians to host carefree with confidence,” says Maryna Shcherbyna, Sr. marketing manager. “It’s a rallying cry for reconnecting over meals that don’t need to be elaborate—just enjoyable. Whether it’s a laid-back lunch or a last-minute gathering, Villaggio empowers Canadians with the right bread for any occasion.”

Villaggio is reaffirming its place at the centre of the table—not by chasing trends, but by making it easier to gather, share, and connect. The campaign also shines a spotlight on the Villaggio Rustico sub-brand, featuring hearth-baked multigrain, and newly launched sourdough.

Because at the end of the day, it doesn’t have to be perfect. It just has to be shared.