Food & Beverage

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Campaign Strategy: Deconstructing distinctive campaigns: Mott’s: not for bimbos

You’d have to have a brain the size and consistency of a spoonful of horseradish to poke yourself in the eye with a celery stick.

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Unilever’s Carb Options: will Canadians bite?

Canadians may have slim options in the voting booth, but at least they now have more options on the grocery shelf. Or that’s what Toronto-based Unilever Canada is telling them.

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Kraft maximizes fun for Mini Ritz Scuba

A new 30-second spot for Kraft’s recently-launched Mini Ritz Scuba crackers is designed to show both kids and moms what a healthy, fun snack is all about.

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Mainstream retail spices it up

Sears, Ikea – even The Brick – respond to growing consumer demand with new ethnic offerings

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Quiznos slashes price, touts 20 new low-carb subs

Quiznos Sub is serving up the ‘largest low-carb menu in Canada,’ with a new ad campaign to match.

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Best plan overall: Winner/Best plan for a budget of less than $1 million: Winner

Agency/media operation

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Best use of out-of-home: Winner

Agency/media operation

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Best use of magazine: Winner

Agency/media operation

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A&W serves up new tag with a side of nostalgia

The drive-in fast-food joint may be a thing of the past, but A&W knows that the memories live on. Especially among boomers, the target of a nostalgic 60-second spot, which unveils the new tag ‘A&W since 1956.’

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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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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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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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‘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