Client: Just Eat Takeaway
When U.S. President Donald Trump reignited a trade war with Canada in March 2025, SkipTheDishes seized the cultural moment to celebrate its Canadian roots. While other brands leaned on generic patriotism, Skip tapped into a relatable truth: Canadians are constantly corrected for spelling words like “favourite” and “neighbour.” The brand flipped that frustration into fun with “Skip Spell Codes” a social-first activation that rewarded Canadians for spelling it their way. Each day, Skip dropped a new Canadian-spelled word on Instagram and TikTok as a one-day discount code, with savings increasing alongside rising tariffs. With no paid media or influencer support, the campaign went viral earning 2.3M organic impressions, 50,000 code redemptions, and a 15% lift in new customers. More than a promotion, it turned cultural pride into real business impact—and made Canadians feel seen with just one extra letter.
