Bread brand builds buzz online

Maple Leaf Foods' Canada Bread has launched a campaign for its Dempster line that reminds the audience of the joys of eating bread. The ad campaign looks to counter a recent trend in criticizing the consumption of wheat by trying to build pro-bread buzz online. "Our target market, moms, they’re online. They’re spending a lot of time in social networking, and we know it’s a place where we have a captive audience," said Maple Leaf's director of digital and social marketing, Jerry Sen.

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