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Maple Leaf Foods updates Toronto Schneiders sign

Maple Leaf Foods has renovated its Schneiders Wiener Beacon sign in Toronto. The sign, located beside Highway 401 near Highway 6, was first installed 52 years ago. The new version includes more energy efficient lights and message board, as well as more reliable temperature and time indicators. To coincide with the update, the company has launched a Facebook contest inviting consumers to submit personal messages they would like to see appear on the sign. Fifty-two messages will be selected to run on the sign. The promotion will run until Sept. 11. "The Schneiders 401 sign needed upgrading and we were faced with the decision of either taking it down completely or investing in an upgrade," said Andrew Pollock, senior vice-president of marketing and innovation at Maple Leaf Consumer Foods. "The sign has an iconic history in the region and the Schneiders brand is stronger than ever before. The upgrades will help the sign shine on for many more years to come as we grow the Schneiders brand across Canada." According to the company, 6.2 million people view the sign per month.

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