Maple Leaf Foods has launched an integrated campaign to promote its new Protinis. The protein snacks, part of Maple Leaf’s Natural Selections line, consist of eight varieties of seasoned chicken or chicken with dried fruit in individual servings.
On the PR front, Maple Leaf enlisted hockey champ Hayley Wickenheiser to spread the word about Protinis. Wickenheiser participated in a one-day media blitz in Toronto on March 31, with live interviews on Breakfast Television, CHFI-FM, print and online interviews, and social media support.
Wickenheiser, a four-time Olympic gold medalist, “is a beloved Canadian icon who shares [Maple Leaf’s] values of quality, healthy foods for the whole family,” said Chantal Butler, VP of marketing at Maple Leaf Foods.
In media interviews, Wickenheiser talked about the importance of getting an adequate amount of complete protein in one’s diet, and the convenience Protinis offers. Maple Leaf also enlisted a registered dietitian, Sue Mah, to trumpet the benefits of complete protein.
The overall objective of the campaign is to “raise awareness among Canadians about the benefits of a complete protein and how it helps keep you fuller, longer,” said Butler.
The campaign also includes TV spots in English and French, created by John St. The spots use the tagline “The Official Snack of Everything.” A digital campaign includes the microsite www.protinis.ca, digital coupons, YouTube ads, blogger outreach and social media.
Com.motion Inc. is managing public relations.
