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Maple Leaf Foods begins Dig In campaign

Maple Leaf Foods has begun a national advertising campaign called "Dig In" for its Maple Leaf, Schneiders and Maple Leaf Prime product lines. Developed by Cundari, the campaign consists of two television commercials called "Throwback Thursday" and "Snap Dad." The creative encourages consumers to "upgrade" their summer hotdogs. In the first, a man recreates a cottage cookout for friends on his rooftop. In the second, a man encourages his daughter to put down her smartphone in favour of a backyard meal. The 15- and 30-second ads will run until August 10. The television creative is being supported with point-of-sale materials and a June insert in national newspapers and Food & Drink.

"As Canadians, we cherish our summers, but we also love the modern convenience of technology," said Jerry Sen, director of master brands, digital and shopper marketing at Maple Leaf Foods. "The campaign exemplifies the core message we want to convey to consumers. This is the season to put down our smartphones, enjoy the short summer months and connect in real time by sharing outdoor meals."

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