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.

Brands Articles

Maple Leaf Foods launches ‘Songs in the Key of Wiener’

Facebook campaign for Larsen Wieners pays homage to the “As Seen On TV” era

Mattel and Walmart open virtual store in Pearson Airport

The brand and retailer are targeting busy travellers this holiday season

Nissan hopes to score with final leg of CFL program

“Back in the Game” sending high school football teams and media to Grey Cup

Mark’s pops up in Vancouver with football competition

CFL partner will test fans’ skills ahead of Grey Cup championship this month

UPDATED: Reitmans shutting down 107 Smart Set stores

Company to convert 31 stores to operate under other fashion brands

Home Depot faces dozens of lawsuits over data breach

Litigation may distract management and affect how the retailer runs its business

Aimia takes a data-dive for Canadian charities

Employees donate data analysis skills to not-for-profits in 24-hour event

Simons readies for major Canadian expansion

Montreal retailer announces plans to open stores in B.C., Alberta and Ontario into 2017

Brands gain momentum with multi-screen program

SPONSORED: How to tell impactful stories through video and across multiple platforms