Country Harvest begins All Breadwinners campaign
Weston Foods of Toronto has begun an online promotion called “All Breadwinners” in support of its Country Harvest bread brand. According to the company, the intent of the campaign is to counter the impression of “breadwinner” as a masculine word. The campaign includes an online video and social media content incorporating results from a recent national survey related to the term. The campaign also includes a series of podcasts called “Meet the Breadwinners” which will be produced in association with IHeartRadio.
“The ‘All Breadwinners’ campaign is designed to tackle cultural perceptions to drive positive change,” said Nicole Pekerman, head of marketing at Weston Foods. “Our bread, through high quality grains and seeds, helps consumers to take on the day by providing the fuel we need to face obstacles with confidence. Similarly, this initiative aims to provide the cultural fuel to remove barriers to success. We believe that when we celebrate all the ways there are to support a household, everyone can feel proud of their contributions.”