Bakers Journal

News
Dempster’s takes Canadians back to the farm


August 29, 2012
By Bakers Journal

Aug. 29, 2012, Toronto – Dempster's says its new television commercials
are designed to re-educate Canadians that bread delivers naturally
occurring vitamins and minerals and has a positive impact on health and
weight management.

Aug. 29, 2012, Toronto – Dempster's says its new television commercials are designed to re-educate Canadians that bread delivers naturally occurring vitamins and minerals and has a positive impact on health and weight management. The first flight of the 0:30 and 0:15 second spots, developed in partnership with Canada Bread marketing firm JWT, runs now through end of October.
 
“In all of the noise the past few years around fad diets, it’s important to remember that bread is an important part of a healthy, balanced diet. Two slices of Dempster’s 100 per cent whole wheat bread contains 15 naturally occurring vitamins and minerals – even more than an apple – and Dempster’s breads start with a unique blend of natural whole grains containing fibre and vitamin B1, which helps release energy from carbs,“ says Connie Morrison, senior vice-president, marketing for Canada Bread Fresh Bakery.  “Our consumer research identified an opportunity for us to remind Canadians that bread is a wholesome and important part of our diet."
 
“The ads depict Dempster’s farmer from previous creative executions in a field, picking slices of bread from a tree and pulling a wrapped loaf of Dempster’s whole wheat bread from the soil, depicting natural goodness and wholesomeness. The voiceover reinforces the connection between bread and healthy nutrition,” says David Gibb, executive vice-president and managing director, JWT.
 
The new "bread farmer" spot runs now through mid-October in English Canada across multiple networks. Visit Dempster's YouTube channel to view the ads.