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Maple Leaf conducts Mom Jokes campaign

Maple Leaf Foods has begun a Mother’s Day campaign called the “Better Book of Mom Jokes.” Developed by Sid Lee, the campaign features an online video in which children tell appreciative jokes about mothers. The intent is to counter to disrespect often contained in traditional jokes of this kind.

“The ‘Better Book of Mom Jokes’ is a creative way of saying ‘thank you’ to every mom across Canada,” said Alex Bird, associate creative director at Sid Lee. “By turning traditionally mean-spirited ‘Your Mom’ jokes into positive one-liners, we've created a lighthearted and endearing video that encourages people to appreciate all the amazing moms who have helped shape their lives.”

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