Skip To The Good Part

Client: SKIP

With fierce competition from deep-pocketed competitors, newly-branded SKIP faced a critical challenge to reboot and re-establish its place in the hearts of Canadians. SKIP set out to do nothing less than help Canadians Skip To The Good Part of their day, signaling their transformation from food delivery app to the antidote to the stresses and drama of their daily lives.

Bringing this promise to life, we launched a strategy to make SKIP unskippable — intercepting moments of friction and flipping them into branded relief. We dominated through hyper-local connections and strategic OOH placements in high-need zones, owned “the wait” across cinema, OLV, CTV, and Spotify, and boosted relevance across digital communities. We built emotional ties through cheeky “Shoulda Skipped It!” video content, featuring fan-favourite Jon Hamm, whose playful humour embodied SKIP’s refreshed positioning, and deepened cultural ties through powerful sports and entertainment partnerships (NHL, NBA, Juno Awards, etc.) and category-first media activations. SKIP’s media power play turned moments of tension into moments of joy, driving incredible buzz and record-breaking customer acquisition—far exceeding sales goals. Most importantly, Skip To The Good Part reintroduced SKIP as a true confidante, champion, and a shortcut to the best parts of every Canadian’s day.