Way high prices at Way North

Wax helps get the word out about the cost of food in Nunavut.

Food prices in the territories are astronomical compared to the rest of Canada, particularly in Nunavut, where the cost of food is an average of 140% higher than the rest of the country. Coupled with the fact that the average annual salary for the territory’s Inuit population is $20,000, the prospect of spending up to $600 a week on groceries has led to a crisis on food security.

Calgary’s Wax has teamed with grassroots advocacy group Feeding My Family to bring national attention to the issue. In a faux-low budget ad for a local grocery store called Way North Foods, the “normal” price for its products is shown, but instead of being marked down, they are jacked way up to what someone in Nunavut can expect to pay.

Though the store featured in the video is fake, the prices shown are real, as are the ones being shown on the Facebook, Twitter and Instagram accounts that have been set up for Way North Foods.


Brand: Feeding My Family
Agency: Wax

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