Maple Leaf is hoping consumers will sink their teeth into its latest program, which brings together all three of its masterbrands for the first time.

“Dig In!” encourages consumers to purchase three participating Maple Leaf, Schneiders or Prime products to receive two free movie rentals from Cineplexstore.com.  The program, which kicked off last month and runs until April 1, marks the first time the brand has partnered with Cineplex. “Dig In!” features in-store POS such as bunker displays and wobblers, on-pack creative, tribute flyer support (promoting the entire platform), social, pre-show roll at Cineplex theatres, print in Live Better, plus communication driving to the brand’s Appehtite.ca site. It serves as Maple Leaf’s platform to engage with consumers and features recipes, and for this promotion, consumers can submit the PINs located inside the product packaging to receive their free movie rentals.

The brand worked with Cundari on the program, which focuses on mom and taps into the insight that watching movies at home is her top way to de-stress, says Erin Desjardins, shopper marketing manager, Maple Leaf, via email. The theme of digging in ties into Canadians taking “the bull by the horns,” and digging into not only food, but life, she adds.

Meanwhile, the program also signals a strategic shift for Maple Leaf.

“For years we have been running multiple campaigns under our three masterbrands in isolation,” says Desjardins. “This was not efficient and complicated communications both with our customers and shoppers. There were many programs, with varying messages across different channels.”

As such, Maple Leaf streamlined the process to present a unified voice this year for “Dig In!” via retail, digital and OOH. And whether it will continue with this approach will be based on results, she says.