
To emphasize that it facilitates more than just the skipping out of doing the dishes, the Canadian delivery app Skip the Dishes is dropping “the Dishes” from its name. It’s just Skip now.
The rebranding campaign, which went live on Oct. 21 and will run until December, is led by 2:30s films and will be further supported by 60-second OLV spots and a 90-second spots airing in cinemas across Toronto and Calgary. According to Rachel MacAdam, vice president of marketing at Skip, there is a “significant” OOH buy, with transit wraps, bus shelters and billboards in key markets. There are also TikTok influencers and ads on Spotify, YouTube and Twitch.
There is also an online voucher and an XM activation led by Pomp & Circumstance, with street teams spread out to key markets on Oct. 24, in places like Union Station and Toronto Metropolitan University. UM Canada handled the buy.
“It’s omnichannel and we will be everywhere,” MacAdam says. “By far, it’s one of our largest investments in the history of Skip. We view this as a relaunch of the brand.”
And, to help with the relaunch, Skip is bringing back a familiar face.
“We’ve always been proud of our Canadian roots – and now, we’re thrilled to be embracing them in a new way – bringing back an old friend to help us introduce this exciting new era at Skip,” says MacAdam. “Jon [Hamm’s] charm, humour and connection to the brand resonates perfectly with our new vision – and together, we’re reminding Canadians that with Skip, life’s best moments are just a few taps away.”
Skip is now available in more than 480 cities and towns across Canada, having already added more than 25 new cities to its network since the start of the year. Skip is part of JustEatTakeaway.com, a leading global online food delivery marketplace.
With files from Christopher Lombardo.