KD is responding to a light-hearted debate with a serious apology and a “new” limited-time product.

Which utensil to eat KD with has been a long-standing debate among Canadians, with the brand’s own research findings that 43% enjoy it with a spoon. It is also offering a mea culpa for how it may have inadvertently fueled this debate and made some KD eaters feel excluded: by having a picture of a fork on its box for decades.

In a campaign video, various people discuss the contentious issue, with one user even proclaiming she “doesn’t respect” people who use a fork. To make things right, KD is launching a cheeky new limited time offer: Spoon KD, which features a spoon on the box and will be available in grocers nationally starting today.

“We know that for Canadians, KD is personal and spirited debates over how to eat it have been bubbling on social,” Jerome Skeene, brand manager for KD at Kraft Heinz Canada. The brand has previously tapped into the strong opinions people have about KD, such as taking to Twitch for a debate over different product innovations.

The campaign has a focused traditional spend with OOH, in-store and print, including formally apologizing to “scoopers” (spoon users) in a one-page ad in the Globe and Mail that Skeene says is meant to satirize the formal apologies often issued by other large brands and companies.

Skeene tells strategy the medium provides a level of permanence and credibility, while also remaining true to the KD’s light-hearted and quirky nature. “By using a combination of creative design and clever messaging, we were able to effectively convey our message to our extremely diverse audience while also making an impact within the print landscape.”

There is also a strong focus on social and digital, with spending at a similar level compared to other “cultural-driven” initiatives.

The campaign was developed by KD’s creative AOR Rethink, with Carat on media, Middle Child leading PR and influencer work and internal agency The Kitchen managing social.