Derlea Brand Foods is inviting Canadian moms to “spread and save” through a new campaign that not only introduces three new flavoured spreads, but also gives consumers the chance to help reduce malaria in Africa.
For every new spread purchased in Canada, Derlea will donate 50 cents to Spread the Net, a charity founded by Rick Mercer and Belinda Stronach that purchases and distributes bed nets. The goal is to raise enough money to purchase 2,500 nets, which cost $10 each.
The participating Derlea products include the new trans-fat free Honey Pecan Spread, Cinnamon Raisin Spread and Sundried Tomato & Herb Spread.
Derlea was looking to launch its new flavours in a “socially conscious way,” said Teri Puccini–Staley, vice-president, marketing and sales.
“It’s nice to know that when you make that purchase you can also help someone else,” she said. “We decided to look for a cause that would connect with moms… The whole thing is moms here helping moms over there.”
The campaign from Ferrand Communications includes half-page ads running in the June and July issues of Canadian Living, Reader’s Digest and Chatelaine, social media sites like Facebook and an e-coupon available at Derlea.com.
The campaign focuses on moms 30-plus, a demo responsible for a majority of Derlea’s sales, said Nicholas Di Cuia, Ferrand’s president and creative director.
“We chose the magazines that worked best within budget parameters,” he said. “Moms in that age group really read these magazines.”
The Spread the Net logo will appear on all of the magazine ads, which drives consumers online to redeem the coupon. The ads, which are still in production, will speak to the “simplicity of the products,” he said.
In addition, teams from Derlea and Spread the Net will give away the new spreads and literature to those attending the Marlies hockey game in Toronto on April 15.
Ferrand Communications also handled the media buy while Crave managed public relations.
