underthink it 

young Canadian people were overthinking food. no name® would never, so we underthought food trends on social, one by one. showing good quality can be simple.

and it worked:
4% year-over-year growth
unaided awareness rose 12%
consideration also rose 12%
value compared to other brands in store rose 20%
pride in brand use rose 19% 

now that is a glow up