Watch This: Dempster’s next phase for healthy eating positioning

Canada Bread Company has launched new television commercials for its Dempster’s brand to remind consumers that bread can be an important part of a balanced diet. A 15- and 30-second television commercial from JWT shows a farmer picking slices of Dempster’s whole wheat bread from a tree that sits within an apple orchard and vegetable […]

Canada Bread Company has launched new television commercials for its Dempster’s brand to remind consumers that bread can be an important part of a balanced diet.

A 15- and 30-second television commercial from JWT shows a farmer picking slices of Dempster’s whole wheat bread from a tree that sits within an apple orchard and vegetable patch while the voiceover explains the benefits of whole grains to a person’s diet.

“In all of the noise the past few years around fad diets, it’s important to remember that bread is an important part of a healthy, balanced diet,” said Connie Morrison, senior vice-president, marketing for Canada Bread Fresh Bakery, in a release.

“We’re proud of how this new spot demonstrates that bread enjoys a rightful place with foods that are perceived as part of the healthy food group, including fruit, vegetables, dairy and eggs,” she said.

The spot features the same farmer that has appeared in a number of commercials for the brand over the past year, including a spot with Pittsburgh Penguins centre Sidney Crosby.

The spots will run through mid-October in English Canada and can also be found on the brand’s YouTube channel. The media buy was handled in-house.

Last year the brand underwent a package redesign to include the ingredients on the end of the package rather than on the back panel, as is custom. And the bag tie is now in the shape of a wheat sheaf. The look is a celebration of the ingredients and helps showcase the freshness of the bread.

Canada Bread Company is owned by Maple Leaf Foods, Marketing’s 2011 Marketer of the Year.

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