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Canadian packaged food company Maple Leaf Foods launched a new television commercial Monday for its Prime chicken label that shows how great food can bring families together to create lasting memories.
The 30-second commercial from John St. uses a series of vignettes featuring different versions of a family – a mother and daughter, a boyfriend and girlfriend, a family of four – and of varying ethnicities. All are seen bonding at mealtime.
“We’re all living very hectic lives but dinner for a lot of people is still sacred. It’s the time of day when you have a pause and can connect with the people in your family… And that’s absolutely the mood we tried to convey,” said Andrew Pollock, senior vice-president marketing and innovation, consumer foods at Maple Leaf Foods.
Past executions have focused more on brand attributes, said Pollock, like the fact Prime is produced from 100% all vegetable grain-fed poultry.
The new commercial is “definitely connecting with consumers on a more emotional level and really trying to drive the occasion of dinner and taking it to the next level which is the interaction of people to food [and] people to dinner,” said Pollock, who joined Maple Leaf Foods six months ago.
The advertising also used to centre around Prime boneless, skinless chicken breast. The line has now evolved to include frozen meals as well, and the commercial helps show that range, said Pollock.
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 product line, called Country Naturals, is made only with recognizable ingredients like lemon juice, sea salt celery extract and vinegar – all of which are clearly labeled on the front of each package instead of the on the back, as is custom.
Though Pollock wouldn’t share specifics when asked if Prime will undergo a similar package redesign, he did say consumers should expect “more convenient packaging” in the coming months.
A second ad will launch in August, and both will run the remainder of the year. Maple Leaf Foods handled the media buy.
