Dempster’s Canada is acknowledging that parenting comes with imperfections and that moms and dads should take a moment for themselves.

The brand’s “Feed What Nourishes You” campaign plays with the idea that parents who seem to have it all, often don’t. In the ad, a hockey dad is accidentally wearing mismatched shoes and a mom is burnt out at a kiddy party.

The campaign is based on the 2023 insight that 88% of Canadians are aware that they need to take care of their own well-being to help others, yet 55% often prioritize their family’s needs at the expense of their own well-being.

“In today’s fast-paced world, people are feeling burned out. So many parents give everything to others, but often at our own expense,” says Tania Goecke, VP of marketing at parent company Bimbo Canada. “Just like we’re told to put on our own oxygen mask first, we must prioritize our own well-being to be our best selves every day, which ultimately benefits those we care for most.”

Goecke says Dempster’s wants to inspire Canadians to find time to relax, indulge in a treat, stay healthy, be creative or lean into self-care. “Feed What Nourishes You” expands the Dempster’s brand focus beyond segmentation and dayparts to emphasize a more holistic commitment to nourishing Canadians.

Last summer, Bimbo Canada promoted its “Feed Good Rewards” loyalty program on pack and at point-of-sale nationally to boost bread engagement.

The timing for “Feed What Nourishes You” coincides with the back-to-school season, which marks a period for parents to start fresh and create new routines. The campaign kicked off with a candid panel discussion on the importance of nourishing well-being, featuring parents discussing broader questions about parenthood and their own wellness journeys.

Dempster’s will activate the campaign through TV, out-of-home, social media, paid media and PR throughout the rest of the year. “This 360-degree approach ensures widespread exposure to Dempster’s broader perspective on nourishment,” says Goecke.

The campaign also includes a retail media buy and Goecke says that “every product in the portfolio will play a role in nourishing Canadians, reinforcing the connection between Dempster’s offerings and consumers’ holistic health.”

King Ursa worked on strategy, creative and owned social. Last spring, King Ursa was selected as Bimbo Canada’s creative AOR following a formal review, a mandate that sees the shop overseeing strategy, creative and performance for the CPG’s bakery brands including Dempster’s, Villaggio, Stonemill, Oroweat and Thomas’. Edelman, which began its relationship with Bimbo Canada last summer, handled PR and influencer and PHD did paid media.

In 2025, Dempster’s is aiming to position the brand around meaningful actions, partnerships and communications.