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Canada Bread prepares Dempster's Healthy Way campaign

Canada Bread of Toronto will break a marketing campaign on Oct. 21 promoting a new product line called Dempster's Healthy Way. The four breads in the line are intended to help consumers meet specific dietary needs such as more fibre, more protein, less fat and sugar or less cholesterol.

The new products will be promoted in English Canada with 30- and 15-second television commercials developed by JWT. A digital component from Cundari will begin on Nov. 7, consisting of ad banners and brand exposure on YouTube and Facebook. The campaign also makes use of in-store displays from Commix and media relations from Veritas Communications, including a spokesperson tour and recipe development by The Hot Plate.

In Quebec, the campaign will consist of television, digital and in-store advertising, as well as a street promotion on Nov. 5. For this component, a bus stop will be redecorated as a cafe. Commuters will be met by comedian Nicolas Penson, and a Delorean will deliver lunch for those waiting.

"Consumers told us they are looking for bread options they can feel good about eating, that deliver on supporting their specific health needs and taste great," said Connie Morrison, senior vice-president of marketing and product development at Canada Bread. "We're always looking to innovate and develop new products that will meet the evolving dietary needs of Canadians. With Healthy Way, we've answered their call with a line of new breads that have the health benefit incorporated right into the product name, making it easy for consumers to identify which loaf is ideal for them."

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