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Dennis' Horseradish hires Launch Pad

Food company Dennis' Horseradish, based in Dehli, ON, has retained Launch Pad of Toronto to develop its branding, package design and communications. New brand materials will roll out early in 2016. According to the agency, these will focus on the history and heritage of the brand and will be aimed primarily at Ontario consumers.

"Dennis' has all the makings of an iconic brand," said Alex Shifrin, managing partner of the agency. "If you think about the condiments category, off the top of your head you can probably name a pickle brand, a ketchup brand, a mustard brand, but probably not a horseradish brand. The category is wide open for the taking and Dennis' back story makes it as good a contender as anyone."

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