Food+Beverage

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Exposed: thirty seconds with a marketing maven – Monique Raymond

Milk is one of those ubiquitous food products that’s so much a part of life that innovation isn’t something that most consumers look for.

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Almost half of Canadians cutting carbs

One in five has purchased a carb-reduced product – likely to increase as more products hit the market

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Country Harvest gets edgy with combine harvester

Toronto-based George Weston Bakeries has dropped the traditional golden-fields-of-wheat approach to its Country Harvest bread advertising in exchange for something more dramatic. And that something involved driving a combine through the streets of Vancouver during a one-day shoot.

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‘The ageless consumer’

Burned by aiming too young, marketers such as Mitsubishi capture both boomers and youth by focusing on mind-set

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Melitta breaks decade of silence with $1.8 million ‘me time’ message

After a 10-year hiatus, Toronto-based Melitta Canada felt – as its advertising suggests – it was ‘time to indulge’ in a new $1.8 million national marketing campaign. The bean brand hopes to extend the coffee cognoscenti spend trend to the supermarket.

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Feeding the ‘kitchen fink’

Marketers respond to time-starved Canadians with just-in-time meal solutions you can pass off as your own

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Tom the turkey: ‘Eat me’

If the big bad wolf had shouted, ‘Let me in little turkey or I’ll huff and puff and blow your house down!’ would we have been inclined to eat more turkey?

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Exploiting Atkins

As crazes go, Atkins and other low-carbohydrate diets are proving to have more staying power than most. In North America’s ongoing, unofficial War Against Fat more and more marketers have begun to provide consumers with, ahem, diet-appropriate weaponry.

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How can marketers cope with trans fat fright?

Probably more than one marketer squirmed when the Globe and Mail ran a series of front-page stories late last year, which threw the issue of trans fats into stark relief and named names. A variety of marketers, from Campbell Soup Company to Kraft Foods, found themselves suddenly under the gun. But some smart companies, like Voortman Cookies, which removed trans fats (the substance formed when liquid oil is hydrogenated to change it to solid form, such as shortening) from its recipes, have been quick to react – in this case with a PR push that landed a front page story in the Globe – and are turning the trans fat scare into a marketing advantage they can leverage against competitors.

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Playing with Doritos

A guy walks into a party, bag of Doritos in hand. He pours them into a bowl and then proceeds to break the chips into smaller bits. Irritating habit? Nope, actually a good way to pick up hot babes.

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Youth, food and beverage: Meet the Alternivore

We’re constantly polling and interviewing young Canadians. And qualitatively and quantitatively, we’re hearing about lots of developments in food and drink.

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The disappearing kid

Canada’s young teen demo is shrinking like never before – leaving youth-skewing brands with an unprecedented choice: skew older or kiss growth goodbye

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Exposed: Thirty seconds with a marketing maven

After spending a half dozen years at Coca-Cola’s headquarters in Atlanta, Toronto native Pina Sciarra decided it was time to return home. ‘I missed Tim Hortons,’ she quips.

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‘In the hands of a good doctor’

Would you use freakish walking heads to market milk? What if the agency offered a guarantee?

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A mini man for Nutri-Grain

There’s nothing like a mini man to promote a mini product. A recent TV ad for Kellogg’s new Nutri-Grain Mini Granola Bars stars a little bald guy with a big Scottish accent – in fact, he sounds a lot like the dad in the film So I Married An Axe Murderer.