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.

Brands Articles

Sobeys surprises customers with pop-up restaurant

Grocer aims to prove food from its take-out kitchen and fresh market could be fine dining

Tim Hortons testing single-origin coffee in five markets

New brew will sell at a 15% premium to a regular cup of coffee

Air Canada makes content play with heartwarming video

Airline promotes Air Canada Foundation with six-minute video from former AOR Marketel

Kiip and MasterCard partner on new app

‘Priceless Surprises’ app rewards customers in the moment

How vending machines are moving beyond junk food

New generation machines dispense everything from doughnuts to eggs

Loyalty programs: what’s in it for marketers?

Survey finds that loyalty matters in consumers’ purchasing decisions

McDonald’s to test all-day breakfast in U.S. next month

Move reflective of food chain's ongoing efforts to keep pace with shifting habits

Can Chip Wilson’s family create another retail phenomenon?

Wife and son of Lululemon founder try their hand at luxury clothing with Kit and Ace

The reinvention of Second Cup (Q&A)

Vanda Provato on how the coffee chain is trying to win back customers