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Country Style promotes new branding

Donut chain Country Style recently concluded a campaign developed by Extreme Group of Toronto. The campaign consisted of five television commercials, four radio ads, in-store materials and billboard advertising. The creative was based on the concept that stopping to place an order is an important moment in a customer's day. The ads used the tagline, "It's going to be a good day." This was the chain's first major campaign since its rebranding initiative. "The challenge was to help Country Style establish itself in a very competitive category and they needed to have an ad campaign that stood out in the crowd and be the basis for their new brand," said Shawn King, creative director at Extreme Group. "The underlying theme is that everybody and anybody needs a moment during their day whether it be to prepare, savour or unwind, whether it's a typical person grabbing their morning coffee or Romeo and Juliet."

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