Maple Leaf Foods breaks Weekday Mornings campaign
Maple Leaf Foods has begun a new campaign called “Make Weekday Mornings Better.” Developed by Sid Lee of Toronto, the effort is aimed primarily at parents and promotes the company’s line of breakfast foods such as bacon and sausage. According to the company, the campaign is intended to counter perceptions that these products are for weekends only. The online video creative takes the form of the opening credits to a fictional 1990s-style sitcom called “Wake Up and Do It Again.” This will be accompanied by digital and print executions.
“Our idea was to simply tell it like it is,” said Matt Fraracci, creative director at Sid Lee Toronto. “For the average parent, weekday mornings suck. Collaborating with Maple Leaf, we took on a playfully tongue-in-cheek approach and developed a campaign that speaks to parents on a real level, by acknowledging that life as a parent isn’t always perfect, and that’s okay.”