During the pandemic, we were all experiencing a lot of heaviness, and collectively we felt it was time to spread the joy. With Calgary Co-op’s fall campaign we wanted to remind people just how much fun food can be. We playfully coined Calgary Co-op the Unofficial Sponsor of well-known food and beverage moments, with sports parodies on everything from the crockpot countdown, to dinner with the in-laws, to the ongoing struggle to uncork a bottle of wine. Then we collaborated with UK sports commentator, Nick Heath, to create a series of TV and radio spots that celebrated the everyday joy of time in the kitchen.