MAPLE LEAF BRINGING TOP DOGS TO A BARBECUE NEAR YOU
By Adnews Staff
As the summer season approaches and long weekends become synomonus with backyard barbecues, Maple Leaf Consumer Foods of Burlington, Ontario is launching its new Top Dogs hot dogs. Top Dogs were first introduced to supermarkets and grocery stores across Canada in April. Advertising for the new hot dogs includes a national television campaign running May through July, a national consumer coupon and information brochure, in-store sampling, point-of-purchase materials and public relations support. Top Dogs follows the launch of Maple Leaf's Ready Crisp Bacon earlier this year. The wieners contain vitamins A and B12 as well as more protein and less fat than original Maple Leaf Hot Dogs. Top Dogs' advertising campaign was created by Saatchi and Saatchi of Toronto. Strateco designed and coordinated the point-of-purchase program and Thomas Pigeon Design Group created the packaging design. PR for the launch is being handled by Fleishmand Hillard Canada of Toronto. Consumer focus group research for Top Dogs was conducted by In-Sync Research. Maple Leaf Consumer Foods is owned by Toronto-based Maple Leaf Foods.