Bread ads rise to the occasion

Eastern Bakeries of Saint John, N.B. has a TV campaign under way in Atlantic Canada for its flagship brand, Butternut, that breaks away from the traditional slice-of-life bread commercials.The medium is used to good advantage as each of the 18 15-second...

Eastern Bakeries of Saint John, N.B. has a TV campaign under way in Atlantic Canada for its flagship brand, Butternut, that breaks away from the traditional slice-of-life bread commercials.

The medium is used to good advantage as each of the 18 15-second commercials is tailored to the program it is placed in.

The constant is an animated wheat field that evolves into the Butternut logo and the new tagline ‘Anytime’s Butternut time.’

Although some music and sound effects are used, there is no voiceover. The message runs over the animation as a type of crawling super.

This creative style kept the cost down for the client and allowed the production of a stable of spots for the price of one 30-second image commercial.

Everyone on the account team at Bristol Communications of Dartmouth, n.s. got into the act and contributed to the copywriting.

One of the sports events messages is, ‘Just watching a game burns calories. A quick sandwich on Butternut bread right now will help you get through to the last play.’

During Star Trek, viewers see ‘None of Butternut’s breads can be replicated. You can only buy them at your local grocer’s. Butternut… make it so.’

To the accompaniment of dramatic organ music, soap fans are targetted with ‘Enough treachery… trauma… tears… and temptation. How about some tea and toast? Butternut, of course.’

The concept has been taken to other areas of Eastern’s marketing such as point-of-sale material in which numerous versions have been created.

Eastern Bakeries has been operating in Atlantic Canada for 65 years and sells direct to stores via its fleet of 200 delivery trucks.

Ahoy! would-be boaters

mercury Marine Canada is investing in its future by targetting would-be boaters rather than those already enjoying the pleasures of Canada’s waterways.

Two ads are appearing in lifestyle magazines – Equinox, Canadian Magazine, Canadian Geographic, Harrowsmith, and The Blue Jays Scorebook- rather than boating and fishing publications.

A 1-800 number puts readers in touch with someone to answer questions or direct them to one of 800 Mercury Marine dealers.

The copy promotes the affordability and fun of boating, rather than using technical jargon about performance and speed usually seen in boat ads.

Headlines read: ‘Take the family and leave earth this summer,’ and ‘Waterfront property was never so affordable.’

Creative credits go to senior art direct Eugene Radewych of Griffin Bacal Volny, Toronto.

Mr. Hall is back

mr. hall’s General Store, featured in Lottario’s 1970s advertising campaigns, is back with a new generation of characters.

The first of four 30-second spots started last week.

The storyline follows the reunion of Mr. Hall’s nephew Gordon and Miss Penelope’s niece Vicky while highlighting the key benefits of playing Lottario.

The ‘Ontario’s Winning Tradition’ campaign was created by Padulo Advertising, Toronto.

Rapid Lube does radio

two executives of RapidLube, the quick oil change division of Shell Canada, star in the company’s new radio campaign that takes a tongue-in-cheek approach to ‘oil changes in about 10 minutes.’

The commercials star Joe Plens, manager RapidLube development, and Drew Thompson, national operations manager of RapidLube.

Five 30-second spots started mid-May in Toronto and will run in heavy rotation through the fall.

The agency behind the work is Geoffrey B. Roche & Partners.

Xerox’s loonie

campaign

xerox Canada has attached real loonies and quarters to billboards in Edmonton and Calgary to hit home the messages: ‘Xerox faxes. From $2.00 a day. So little, you’ll hardly notice,’ and ‘Xerox Printers. From $1.50 a day. So little, you’ll hardly notice.’

The month-long campaign was developed by Robins Sharpe, Toronto.