Uncrustables Launches in Canada with Adorable Spot Starring 2 New Lovable Characters

With the launch of the new anytime snack in Canada, comes a big introduction to the market with two loveable characters. One who’s overjoyed.

“PB&J filled deliciousness! Isn’t it something?!” cries the aptly named, Uncrustable, as he fondly reads his new billboard announcing his arrival. But that’s not all the spot is introducing. With the launch of the anytime snack comes another character to help launch it. Uncrustables’ less enthusiastic brother, separated at birth, named Crust. And together, through their brotherly bickering, they help explain exactly what the snack is for anyone who hasn’t seen it before – an already-made, crustless PB&J sandwich that also comes alongside a chocolate hazelnut option.

“Uncrustables is an amazing snack that we couldn’t be more excited to finally have in Canada”, said Adam Zitney, VP marketing at The J.M Smucker Co. “And to launch this product lineup in a big way, we looked to personify the brand through two animated characters that are featured in our advertising efforts south of the border” Adam continued, “through a unique Canadian launch execution, we are looking to drive relevance and trial with Canadians while supporting our global brand building ambitions.” 

The spot, developed by Leo Burnett Toronto as part of the PSOne global Smucker’s team, was created to launch Uncrustables in an entirely new Canadian market.

“The characters have a dynamic that’s so different from everything else in the market, and the fun you can have with them. That brotherly love and brotherly tension is such a fun lens to create work through, especially when you put them in a place they’ve never been, like Canada,” added Steve Persico, co-CCO at Leo Burnett Toronto. “Campaigns that can travel are so important, and helping one take its first steps here is one we really love.” Steve continued, “A huge part of that is collaboration. Something everyone on the team brought in spades.”

“Campaigns that cross borders are always a huge team effort, and this was no exception.” added Adam. “And we couldn’t be more excited for Canada to meet Uncrustable and his crusty brother for the first time.”

The campaign is launching with a nationally broadcast 30 second spot, alongside 15 and six OLV.