Weston Bakeries promotes fitness challenge
By Adnews Staff
Weston Bakeries of Toronto has resumed a school-based program called the "Wonder Fresh Fitness Challenge." The program invites Canadian children and their families to increase the amount of physical activities in their daily routines. The eight-week initiative will begin today. Schools and families can participate by registering online at <http://www.wonderfitness.ca>. The website describes a series of exercises for children to perform daily. Participants then submit the number of minutes they have spent exercising in an effort to beat last year's national total of 14 million minutes. Weekly prizes will also be offered and new exercises added to maintain interest. The company is conducting the initiative in collaboration with MIR Communications. The program will be promoted with a print advertising campaign in Together magazine and a television commercial on Family Channel. A concurrent radio campaign for Wonder Fresh Whole Wheat Bread is also under way in Ontario. Advertising for Wonder Bread is handled by Round Table. Public relations for the brand and the exercise program are handled by Edelman Public Relations.