New ads and redesigned packaging a ‘celebration of Canadiana’
Canada Bread Company has launched a 30-second television commercial from JWT to remind consumers that its Dempster’s brand is made from natural whole grains, right here at home.
A little boy narrates the spot and is shown enjoying breakfast and lunch with his father against the backdrop of a prairie farm. He shares his love for the bread brand and explains that it’s made with 100% Canadian wheat. The spot can be viewed at Dempster’s website.
“We’ve gone back to the roots of the product and, as you can see, it’s very much a celebration of Canadiana,” said Ashley Bast, senior marketing director, pantry and customer brands, for Canada Bread Company, which is owned by Maple Leaf Foods.
“Obviously wheat fields are a classic piece of Canada, great source of the pride and great work ethic that we have in this country and we take it to the next level without being boastful about it,” he said.
It was important to play up the made-in-Canada angle after research showed that few consumers were aware that Dempster’s is a Canadian brand, said Bast. The effort also includes print ads with the new brand tag line, “Canada’s Bread.”
The brand has undergone a package redesign to include the ingredients on the end of the package rather than on the back panel, as is custom. And the bag tie is now in the shape of a wheat sheaf.
The new look is a “celebration of the ingredients” and, thanks to a cleaner design, helps showcase the freshness of the bread, said Bast, which can be helpful in the cluttered category.
“People lump us in with products in the middle of the store,” said Bast. “Little do they know we bake it fresh every day and deliver it fresh every day.”
Over the last 18 months, Maple Leaf Foods has put a greater emphasis on the health and convenience aspects of products across many of its brands.
Earlier this year the company launched a line of hot dogs, hams, sliced meats and bacon made with natural ingredients, all under its Schneiders brand.
The new Dempster’s spot will run for the next four weeks and again closer to the back-to-school season, said Bast.
Maple Leaf Foods handled the media buy in-house.
