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New Schneiders campaign begins

Maple Leaf Consumer Foods of Toronto has released a new television campaign for the Schneiders brand that uses company employees to describe the brand's qualities. The three commercials promote Schneiders wieners, sliced meats and hams as possessing superior craftsmanship, quality ingredients and great taste. They were released yesterday in major markets in English and French. Each ad ends with the tagline, "You can taste the difference quality makes." The campaign was created by McDonnell Haynes Integrated Communications Partners. "Schneiders has tremendous brand equity in its historical quality positioning," said Phil Haynes, creative director at the agency. "Saluting the real employees who carry on the tradition that began over 100 years ago allowed us to reinforce everything the brand is known for in a way that is meaningful to today's customers."

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