Good idea, bad timing
Unlike those thousands of other dreamers, we had access to clients in both companies which put us in a unique position to pitch the idea. We created a packaging mock, roughed out a social and in-restaurant campaign (supporting SC's lunch menu) and took it to our clients.
We got the same answer from both sides, "Amazing idea! But we don't have the budget for it right now."
Match made in Canada
3 ½ years later, long after moving on from Proximity/BBDO, through the persistence of our colleagues the idea finally made it to market. Canada’s favourite chip and sauce were brought together and customers loved the chips even more than we could have hoped.