Goodfood is hoping a critter known for rummaging through trash resonates with a consumer who cares about food waste.

The meal kit service’s “Be Good-er” platform has been launched with a campaign featuring raccoon spokesperson Richard. However, unlike a typical brand ambassador, Richard has a somewhat antagonistic relationship with Goodfood, as the brand’s mission to reduce food waste means there is less left over for him to find in the trash.

As a brand, Goodfood doesn’t go into campaigns intentionally aiming to be lighthearted, admits Jennifer Stahlke, EVP of marketing. It just so happens that this campaign, and previous work leveraging the late iconic public television host Bob Ross, have done just that.

“If you don’t break through, the rest of the message is completely useless,” Stahlke says. But the levity is being used to highlight a staggeringly serious stat: 58% of food purchased in Canada is wasted.

Food waste has emerged as one of the biggest barriers to entry in the meal kit category, alongside cost. Stahlke tells strategy that when Goodfood was founded nearly a decade ago, it was intended to bring more local food to the customer, reduce waste and tackle the industrialization of food.

“There’s never a bad time to come out and refresh your purpose,” Stahlke says. Today, Goodfood is working towards sourcing 100% local ingredients, partnering with local chefs and restaurants to try and create a stronger connection to the food on the plate. In addition to cutting back on food waste, those efforts are potential focal points of the “Be Good-er” platform, in addition to bringing back Richard.

Meal kits are primarily known for acquisition tactics and discounts, but according to Stahlke, Goodfood has a “bigger story to tell” than the competitors as it goes after a broad audience that’s increasingly concerned about waste.

HelloFresh and Goodfood are in the top two spots when it comes to meal kit services in Canada, and have increasingly gone head-to-head, given that about half of Canadians tried one of these services during lockdowns.

“We really leaned into our online grocery business last year, and took a step back from meal kits,” she admits. Now, she says, the company is doubling down on meal kits again, the core of its business.

Meal kits are also a high-churn business, Stahlke says, and it needs to routinely bring customers in, which is why the campaign debuted on Sunday during the Academy Awards. Stahlke points out that was serendipitous as Best Picture winner Everything Everywhere All at Once prominently features raccoons as well.

John St. led on creative with media buying handled by PHD. After its debut on Sunday, the campaign is now live in both English and French markets across Canada, supported through social and digital channels.

Ad spend, Stahlke says, represents a slight increase over last year.