Canada Bread of Toronto has released a new television commercial for its Dempster's brand of bread. The ad, called "Bread Farmer," is intended to inform consumers about the naturally occurring vitamins and minerals in the product and their health and weight management benefits. Thirty- and 15-second versions of the ad will run in English Canada until the end of October. The campaign was developed by JWT, with media buying conducted in-house. "The ads depict Dempster's farmer from previous creative executions in a field, picking slices of bread from a tree and pulling a wrapped loaf of Dempster's whole wheat bread from the soil, depicting natural goodness and wholesomeness," said David Gibb, executive vice-president and managing director of JWT. "The voiceover reinforces the connection between bread and healthy nutrition."