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Goodfood breaks Joy of Dinner campaign

Toronto-based online grocery store Goodfood Market has begun a new advertising campaign in support of its Goodfood On-Demand service. The national campaign, called “The Joy of Dinner,” was developed by John St. It includes a television commercial in which an actor recreates an episide of the television show The Joy of Painting, enacting painter Bob Ross with the permission of his estate. According the the company, the intent is to convey that the company’s on-demand service reduces the stress of preparing meals. The campaign also includes digital video, social media content and out-of-home ads, which will be released later this year.

“Beyond delivering meal kits and groceries quickly, Goodfood delivers complete stress-relief by solving what's for dinner,” said Cher Campbell, chief creative officer at 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.”

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