For the first time, Simply Spiked is betting on Tinder to reach singles who don’t want to be asked about their relationship status at the family dinner table this holiday season. The brand’s new social campaign also includes a contest that offers Canadians the opportunity to invite reality TV star Tyler Cameron to a family dinner during the holidays.

Running through November 14, the “Juicy Plus One” campaign promotes Simply’s Cranberry product, its first LTO. The media plan includes organic social media and paid assets on Meta, with Publicis Media handling the media buy and Rethink behind the creative. Residents of Canada (excluding Quebec) and the U.S. will be able to fill out a short form on a dedicated campaign webpage to enter the contest.

Molson Coors senior marketing manager of beyond beer and innovation Jeanene Miniaci tells MiC that contextual ads on Tinder will bring the new LTO and brand to the forefront right when the target audience is looking for a partner (or just a companion to take home for the holidays), whereas Instagram will help drive mass reach and awareness where the audience goes for entertainment and to keep up with pop culture.

Tinder also goes well with the brand’s cheeky tone of voice and disruptive personality, with the new campaign meant to connect with its target audience during a key season, according to Miniaci. “We’re putting our campaign where we know our audiences are,” Miniaci notes, adding that the brand is looking to begin attracting a younger 40-year-old shopper. “This is the audience Simply Spiked’s brand personality has been designed to reflect and the product made is for.”

In its previous work, Simply invited older Canadians to text a hotline for advice from their Gen Z counterparts on how to use the right emojis, rather than those that can be misinterpreted, such as a peach meaning a posterior. For that campaign, the brand took a different approach, with its media plan focusing on OOH ads within urban centres in Ontario, Alberta, British Columbia and Quebec.

“To maximize [the new campaign’s] effectiveness, the creative and media placements need to strategically work together,” says Miniaci. “Landing on the insight that’s likely a universal experience for this demographic, combined with the current pop culture relevance of dating reality TV shows, will hopefully resonate.”