Maple Leaf begins SmartLunch campaign
Maple Leaf Consumer Foods has begun a television campaign to promote a new product line called Schneiders SmartLunch. The 30-second commercials were produced by McDonnell Haynes Integrated Communications Partners of Toronto. The ads, in English and French, began airing in some markets nationally earlier this month. The creative depicts children describing the benefits of the products in humorously articulate language, according to the agency. "Schneiders recognizes the benefit of using an integrated campaign to support a brand launch," said Marylou Hilliard, executive vice-president of the agency. "In addition to the TV spots, we developed a new website at SmartLunch.ca which went live when the TV began airing. The site provides nutritional information about the products along with ongoing contests. Schneiders also partnered with YTV for a kid-targeted promotion and YTV website game slated for February. The full program was kicked off with a soft print launch near the end of 2005 with full-page ads in female-targeted Canadian magazines in English and French featuring 'smart' kids who resemble Einstein." The seven SmartLunch meals are intended to be nutritious pre-packaged lunches for children.