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Dempster's breaks new campaign

Bakery company Dempster's has begun an advertising campaign featuring hockey player Sidney Crosby. The campaign focuses on the importance of grains as part of a balanced diet. It includes television commercials as well as in-store materials and an online contest. The creative compare Crosby's game preparation with the work done by Canadian wheat and grain farmers. The contest consists of an online game at <> during which players try to get hockey pucks into a clothes dryer. The winner will meet Crosby and receive signed sweaters and other merchandise.

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