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Weston Bakeries sends more work to Union

Weston Bakeries of Toronto has retained Union, also based in Toronto, as the advertising agency of record for its Country Harvest bread brand. The firm won the account in a competitive pitch process. According to the agency, Union received the account based on its work on the D'Italiano brand, also produced by Weston. The assignment includes a brand repositioning along with accompanying strategy and creative. A new national campaign for Country Harvest is expected to begin early next year.

"We were really impressed by the strategic, integrated thinking that Union brought to the table," said Andrea Hunt, vice-president of marketing at Weston Bakeries. "Partnering with leading Canadian creative agencies like Union is a part of a larger investment Weston Bakeries is making to elevate our brands and create a deeper connection with our consumers."

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