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Canadian Food Company’s Ad Campaign Counters Negative Image Of Bread

August 30, 2012: 12:00 AM EST
Canada’s Maple Leaf Foods, maker of Dempster’s breads, is fed up with the bashing bread has taken in recent years from negative articles and books such as Wheat Belly. It is fighting back with a new ad campaign designed to show weight-conscious consumers that they don’t have to avoid the carbs in its line of bread products. To highlight the wholesomeness and nutrition of bread, the ad shows a farmer plucking slices of bread from trees and pulling a wrapped Dempster’s loaf from the soil.
Susan Krashinsky , "All you need is loaves ", The (Toronto) Globe and Mail, August 30, 2012, © The Globe and Mail Inc.
Cereals & Bakery
North America
Companies, Organizations
Marketing & Advertising
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