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Canada Bread is asking Canadians to “Think Bread Instead” when it comes to healthy meal choices, through a national campaign in support of its Dempster’s Whole Grains product line.
A 30- and 15-second commercial features Janet and Greta Podleski, the authors of three bestselling cookbooks and Food Network TV hosts, showing audiences quick, easy and healthy recipes using bread.
The spot directs viewers to ThinkBreadInstead.ca where they can find more recipes, a section that debunks bread myths–like a healthy diet means reduced bread consumption–and a quiz that tests users’ knowledge about nutrition.
The effort tries to encourage bread consumption at every meal, and runs at a time when most Canadians are resolving to eat better, said Doyle Brown, senior marketing manager, Canada Bread Company, which is owned by Maple Leaf Foods.
“We’re trying to give consumers nutritional facts about bread and recipes so it’s easier to integrate into their meal planning,” he said.
Point of sale materials including a recipe booklet with coupons for various Maple Leaf products also drives consumers online. The campaign creative was developed by Montreal-based promotions agency, Active.
The TV spot can also be viewed online, in addition to a vignette that shows consumers how to make an open-face ham sandwich.
On the site, Dempster’s is giving away 10,000 Hamilton Beach toaster ovens on a first come first serve basis to consumers that enter 12 PIN codes from participating products.
The campaign is also running in French with TVA cooking host Clodine Desrochers promoting the Bon Matin brand and directing consumers to PensezPain.ca.
The campaign wraps up the end of the month. The site will be updated throughout the year to include other products, said Brown. Maple Leaf Media Services handled the buy.
