White bread can be healthy is the message Boulangeries Weston is trying to get across in Quebec by using an article that appeared in the Montreal daily La Presse in April touting the benefits of Weston’s Moelleux Plus white bread.
“Kids love white bread and resist grain bread,” said Eric Blais, president of Headspace Marketing in Toronto, which created the Weston initiative. “Nutritionally enhanced white bread like Weston Moelleux Plus provides the fibre of whole wheat bread in white bread. Some consumers are asking how bread can remain white if we add more fibre.”
The answer is provided in the La Presse article written by nutritionist Jacinthe Côté. Instead of creating a traditional ad campaign to get her message across, Headspace put the entire article on Weston’s microsite MangerDesFibresSansLeSavoir.com. To drive traffic to the site, a flyer with the heading, “Trop blanc pour être vrai?” (Is it too white to be true?) is being distributed to 1.2 million households through Publi-Sac ad bags, inviting consumers to log on to read the article.
“We could not have said it better ourselves, so we’re letting her tell the story via a Publi-Sac and a microsite,” explained Blais. “We’re also putting stickers on all Weston packaging that directs consumers to the site.
“Kids seemed to be turned off by anything that is not pure white, but the Weston bread shows no visible signs of whole wheat, so the kids win and parents looking for nutrition win.”
