In 2024, Breton introduced its “Anything’s Possible” positioning, highlighting the many ways consumers enjoy its crackers: snackable, spreadable, toppable and shareable. The brand’s latest campaign, “Breton Simple Goodness,” builds on that foundation with new products – Sea Salt & Olive Oil and Dill & Herb – that deliver healthy ingredients and everyday versatility aimed at the next generation of snackers.

Nicole Mahon, senior brand manager at Dare Foods Limited, tells strategy the new campaign is a natural extension of Breton’s evolution – not a departure – and reinforces the brand’s strategy to appeal to younger customers.

“Millennial and Gen Z consumers are redefining snacking, seeking options that balance comfort and wellness,” Mahon says. “They want snacks that satisfy without the guilt, with ingredients they know, trust and enjoy. ‘Breton Simple Goodness’ was created in response to these insights: a mid-sized, crunchy cracker made with whole grains and seeds, offering bold flavour and better-for-you ingredients. It’s designed to meet their desire for mindful snacking without compromising on taste.”

Created by Dentsu Creative Canada, the campaign runs nationally across broadcast and social media between Sept. 28 to Dec. 7. The multi-channel campaign humorously takes on the age-old taboo of consumers eating their unpurchased items before checkout, “all to spotlight Breton’s newest, irresistibly snackable crackers,” the brand said in a release.

The “Breton Simple Goodness” line introduces mid-sized, flavoured crackers the brand says are great on their own and leave toppings or spreads optional. To bring the concept to life, the campaign’s hero spot features a shopper casually munching straight from the box while waiting in line to the astonishment of the cashier and the store’s PA announcer, who enthusiastically suggest “pairing” options she doesn’t need.

Mahon says Breton has long been recognized for its iconic larger, round crackers, a staple for entertaining and pairing with toppings. With the launch of “Breton Simple Goodness,” the brand is aiming to flip that convention. This campaign represents a strategic evolution, shifting the brand’s the focus from traditional usage to everyday snacking and expanding the brand’s relevance and versatility, she adds.

“The cracker category is shifting, with consumers moving away from traditional pairings and toward more flexible, health-conscious snacking,” Mahon says. “The challenge is staying relevant in this evolving landscape, and the opportunity lies in redefining how crackers fit into daily life. ‘Breton Simple Goodness’ rises to meet both. With its wholesome ingredients and standalone appeal, it positions Breton as a modern snacking solution, reinforcing our focus on innovation and consumer-first thinking.”

Ari Elkouby, chief creative officer at Dentsu Creative Canada, said in a press release that the agency “loved the idea of showing just how craveable these crackers are, so irresistible that someone couldn’t even wait to get home to open them. The humour gets dialled up when we realize the clerk isn’t the only one who finds eating crackers on their own out of the ordinary.”