Maple Leaf Foods breaks new television campaign
By Adnews Staff
Maple Leaf Foods of Mississauga has begun a national television and Web campaign to promote its Fully Cooked product line, particularly the recently-added grilled chicken breast and grilled sirloin strips. The two ads, in English and French, show a woman in a kitchen describing the benefits of the product as she outlines a recipe. The ad ends just as the woman is about to reveal the key ingredient in the recipe. Viewers are directed to visit a website at <http://www.greatmealsinminutes.com> to discover the ingredient. Visitors to the site can also enter a contest for a $25,000 kitchen makeover. Entrants must play an online game in which they have 30 seconds to choose ingredients from a refrigerator and complete an assigned meal. The campaign was created by FCB Toronto. Maple Leaf Foods handled the media buying in-house. The Web site was constructed by Maple Leaf Foods and FCB Interactive. The contest is being handled by Lyton Promotions of Toronto. Public relations are being conducted by Hunter LaVigne Communications of Aurora, ON and ACJ Communication of Montreal.