Dare Foods’ puts a quality spin on Sweet Thins launch campaign

Dare Foods is marking the recent launch of its Boulangerie Grissol Sweet Thins with a new multifaceted campaign called “70 Years.” The snacks have been on supermarket shelves since July, but two TV ads created by Grip Ltd., Dare’s agency of record, are due to begin airing across Canada this week. One of the 30-second […]

Dare Foods is marking the recent launch of its Boulangerie Grissol Sweet Thins with a new multifaceted campaign called “70 Years.”

The snacks have been on supermarket shelves since July, but two TV ads created by Grip Ltd., Dare’s agency of record, are due to begin airing across Canada this week. One of the 30-second spots (which targets Canadians in their mid-thirties) details the care that Dare says goes into making its products.



Kelly McInenly, the brand’s senior director of marketing, said the aim of “70 Years” is to demonstrate the level of commitment and time that goes into creating the company’s fine breads. But there was a product niche concern as well.

“We have a 40% share of the category of fine breads and wanted to add a sweet profile to the category,” McInenly said.

To create Sweet Thins, the company took inspiration from its Melba Toast line. With a similarly toasted texture but with the added twist of using dessert-like loaves such as banana bread or chocolate brownie, the snacks are baked, sliced and then toasted.

In addition to the TV spots that will run on both conventional and specialty channels, other elements of the campaign include digital ads, video pre-roll and promotion on social media.

Passengers on Air Canada domestic flights will also have the opportunity to sample Sweet Thins throughout September and October, and the airline will be running in-flight ads promoting the product.

MEC did the media buy. Ketchum is handling the PR.

Brands Articles

Cineplex asks: Will lightning hit world’s biggest popcorn bag?

Promotion in Windsor builds on #WeatherOrNot campaign

3D printed origami birds burst out of Kubo shelter ad

Isobar, Astral drive bus passengers' attention to eOne movie poster

On The Move: Hires at Twitter Canada, Initiative, The Idea Suite

A weekly update of who's headed where in Canadian marketing and communications

ASC to crack down on paid social media endorsements

New guidelines for endorsers and influencers to come into effect next year

McCain takes to Twitter to dispel Pizza Pocket rumours

Company says popular food brand is undergoing a refresh, not being discontinued

How to be taken seriously as a young agency founder

Dash agency's Christian Lunny on persuading waffling clients

Hermès gives an inside look at craftsmanship

Global exhibition allows consumers to see French artisans at work

Tim Hortons names new president

Sami Siddiqui is promoted from head of finance to president at the coffee shop chain

Sears unveils revamped logo

Developed in-house, it is part of the company's ongoing 'strategic reinvention'