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Maple Leaf Foods breaks online bacon campaign

Toronto-based Maple Leaf Foods has begun a new online marketing campaign called "Change Your Life With Bacon." Developed by John St. of Toronto, the campaign is aimed primarily at mothers and promotes the Maple Leaf Ready Crisp bacon line. It consists of four online videos in which a mother describes her discovery of the power of bacon to motivate her family members, as well as demonstrations of this power. The videos are being hosted on a website at . The campaign also includes a social media element, by which the company will make donations to Canadian food banks when the videos are shared via its Facebook page. "We are definitely having some fun with this idea but there is a truth to it," said Angus Tucker, executive creative director at John St. "When bacon's in the pan, it seems like everyone in the house gets a little happier, a little more agreeable. It's powerful, and this idea is about using the power of bacon to mom's advantage."

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