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Canada Bread breaks Don't Eat Takis campaign

Canada Bread has begun an advertising campaign for a new snack food brand called Takis. Developed by Cossette of Montreal, the national campaign uses the tagline, "Don't Eat Takis." The creative offers several reasons for abstaining, such as "too spicy," "too crunchy" and "too intense." The campaign includes three videos that depict consumers ignoring these warnings, as well as out-of-home advertising, online ads, social media activities and a website at <>. The effort is aimed primarily at young adult consumers. Media work is being handled by Spark.

"The message we're sending consumers at each point of contact is don't eat Takis, don't follow us on Facebook or Instagram and don't visit our website," said  Anne-Claude Chénier, vice-president of creative advertising at Cossette. "We hide the logo. We block out the product. We purposely don't play by the normal rules. Why? People here have never seen chips this intense, so it's our duty to warn them."

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