2026 Winner

To break into Ontario with a limited spend, “Unlabelled Jars” stripped Stefano down to its most compelling truth: its sauces taste homemade. Instead of competing with larger brands on the shelf, the Quebec-based company removed its labels entirely, turning jars into something that looked like they came straight from Nonna’s kitchen. The unbranded display, supported by minimal shelf messaging and geotargeted OOH and social, encouraged shoppers to take the credit themselves. The disruption stood out immediately, creating waves on shelves in select GTA grocery stores and driving a 556% sales increase versus the previous quarter. It also unlocked broader distribution, helping Stefano expand its product lineup and more than double its point-of-sale presence across Ontario.

Credits

Title: Unlabelled Jars
Client: Stefano
Creative Agency: Rethink CCO (Mandatory for all offices): Aaron Starkman
CSO (Mandatory for all offices): Sean McDonald
ECD (Mandatory for each respective office): Xavier Blais
Creative Director : Geneviève Jannelle
Writers: Jean-Christophe Diaque, Nicolas Dubois
Art Director: Léa Laure Bergeron
Lead Strategist (Mandatory for each respective office): Pascal Routhier Strategist: Thalie Bernier
Media Planner: Elisabeth Lussier-Arpin
Broadcast Producer (in-house): Marie-Pier Lavoie-Sigouin, Katia Dupuy
Print Producer (in-house): April Haffenden, Claire Khan
Studio Artist: Frédéric Bailleul
Motion Design: Ignacio Florez Zelaya
Proofreader: Davina Haisell
Account Services: Rosalie Lemelin, Alex Lefebvre
Public Relations: Kristel Dupont
Client Supervisor: Caroline Vincent