If Maple Leaf Foods has its way, Canadians will be logging onto the Web before cooking their evening meals.

That’s the thinking behind Maple Leaf’s on-line recipe exchange, using the company’s Chicken Fix’ns pre-cooked and seasoned frozen chicken strips. The company is offering recipe contributors $1 off their next purchase of the product.

For now, says Jill Findlay, brand manager for Maple Leaf’s poultry division, coupons are being mailed to consumers, but the Mississauga, Ont.-based company is working on a method to allow users to print out their coupons directly.

The Chicken Fix’ns Web site, designed by Tri-Media Marketing & Publicity of Welland, Ont., is the company’s first devoted specifically to a product and is an integral component of its marketing, says Findlay.

The site’s address (www.chickenfixns.com) is incorporated into the Chicken Fix’ns 30 sec. tv spot, as well as displayed on its packages. It will be included on all future creative and on product coupons, says Findlay. Advertising is handled by Strateco Communications in Toronto.

So far, close to 1,400 visitors have visited the site.

The site contains a demographic survey for users, which will help in future promotional campaigns, says Findlay. Customers who complete the survey are eligible to win $500 worth of Maple Leaf goods, she says.