Dempster's breaks nourishing campaign
By Rob Bale
Bimbo Canada has begun a new brand campaign for its Dempster's line of baked goods. The campaign, called “Feed What Nourishes You,” encourages consumers to “nourish their well-being.” The intent is to expand the appeal of the brand beyond bread at breakfast, lunch or dinner. The effort includes television and out-of-home advertising, as well as social media content and public relations. It will run until the end of the year, expanding in 2025 to include additional elements. The campaign was developed by King Ursa, with PR support from Edelman and media work by PHD.
“In today's fast paced world, people are feeling burned out,” said Tania Goecke, vice-president of marketing at Bimbo Canada. “So many parents give everything to others, but often at our own expense. Just like we're told to put on our own oxygen mask first, we must prioritize our own well-being to be our best selves every day which ultimately benefits those we care for most. At Dempster's, we want to inspire Canadians to change this so we can all find time to relax, indulge in a treat, stay healthy, be creative, or do whatever we need to do to give something back to ourselves. Because when we do, we'll all feel our best and be better parents, friends and family members.”