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Clover Leaf conducts Toppers campaign

Clover Leaf Seafoods has begun a new marketing campaign for its Toppers product line, which consists of tuna in a variety of sauces. Developed by Dougserge & Partners of Toronto, the campaign is running in large urban markets nationally. The initiative makes use of a branded food truck that is distributing product samples in Toronto, Montreal, Calgary, Edmonton and Vancouver, as well as sampling inside and outside office buildings, transit stations and fitness clubs. This is being accompanied by 15-second online video pre-roll ads, a digital coupon, video ads in office elevators and fitness clubs, and transit advertising. Media planning and buying was conducted by GoodWood Media and Soshal Demand.

"Tasting is believing with Toppers, so in addition to building awareness via a number of communication vehicles, we incorporated a big sampling component into the campaign to drive trial and educate consumers about how great the product tastes," said Mike Welling, partner at Dougserge. "We engaged a great team of partners including Inventa, Grassroots and Zoom to help give out over 136,000 samples and hand out high-value two dollar coupons. The response has been great."

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