Dempster’s launches ‘Healthy Way’ integrated campaign

Dempster’s is announcing the launch of its new Healthy Way breads with “Dempster’s Healthy Way”, a nation-wide integrated marketing campaign kicking off next week. The bread hit stores Thursday and SKUs include “Double my Fibre!” “Say no to Fat & Sugar!” “Boost my Protein!” and “Make my Heart Beat!” According to the company, the new […]

Dempster’s is announcing the launch of its new Healthy Way breads with “Dempster’s Healthy Way”, a nation-wide integrated marketing campaign kicking off next week.

The bread hit stores Thursday and SKUs include “Double my Fibre!” “Say no to Fat & Sugar!” “Boost my Protein!” and “Make my Heart Beat!” According to the company, the new line-up is targeted at health conscious consumers looking for foods with added health benefits that taste great, without the guilt.

“Consumers told us they are looking for bread options they can feel good about eating that deliver on supporting their specific health needs and taste great,” said Connie Morrison, senior vice-president marketing and product development at Canada Bread Company Ltd, in a statement.

“We’re always looking to innovate and develop new products that will meet the evolving dietary needs of Canadians. With Healthy Way we’ve answered their call with a line of new breads that have the health benefit incorporated right into the product name, making it easy for consumers to identify which loaf is ideal for them.”

The launch of Healthy Way is supported by an integrated campaign in both English and French, with partners including JWT, which oversaw the creative direction of the campaign; Cundari, which oversaw digital duties; Commix, which handled in-store support; and Veritas Communications, who led public relations.

Campaign elements include two TV spots for English Canada, two for the Quebec market, and English and French digital campaigns set to launch in November, which will see Canadians surprised at work with a “memorable feel-good experience. Quebeckers can also expect to see a bus stop transformed into a café.

While in-store materials were set up Ot. 17, “Dempster’s Healthy Way” launches in full Oct. 21 and will run until December 23. Media relations outreach including sandwich deliveries and recipe development by Chef Pasquale Verdi will kick off Oct. 22.

To help busy moms find some inspiration to create gourmet sandwiches at home, Dempster’s has also created three new Healthy Way recipes, which can be found at Dempsters.ca.

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