Dempster's unveils new ad campaign featuring hockey star Sidney Crosby

TORONTO, Nov. 10, 2011 /CNW/ - Dempster's, Canada's Bakery, is launching a new advertising campaign featuring hockey star Sidney Crosby.  The campaign, which focuses on the importance of eating healthy, nutritious grains as part of a balanced diet, will feature television commercials along with in-store and online promotional giveaways.

The ads compare the similarities of Crosby's diligent game-day preparation with the admirable work ethic and passion of Canadian farmers who grow the world-class wheat and grains used in Dempster's breads.

The new ads can be viewed via the following link: http://www.dempsters.ca/CrosbyTV.

The commercials will begin airing on Friday, November 11.

As part of this new campaign, Dempster's is hosting in-store and online promotions that give Canadians a chance to meet Sidney Crosby, and win signed sweaters and merchandise (including a clothes dryer) through an in-store and online promotion.  Consumers can compete in an online game to see how many pucks they can get into a clothes dryer. This is a fun take on the story from Crosby's youth where he perfected his shot in his parents' basement, while occasionally hitting their dryer. The promotion and online game can be accessed via the following link: http://www.dempsters.ca/CrosbyGame.

In conjunction with the new campaign launch, Dempster's is making a $25,000 donation to the Sidney Crosby Foundation, which supports children's charities throughout Canada, including in Sidney's home province of Nova Scotia.

About Dempster's® Canada's Bakery
The Dempster's heritage of quality bread baking began more than 100 years ago when James Dempster founded both the bakery and the tradition of delivering fresh baked, nutritious, great tasting grain breads to Canadians daily. For more information on Dempster's, please visit www.dempsters.ca.
or www.facebook.com/dempsters.

SOURCE Maple Leaf Foods Inc.

For further information:

Maple Leaf Foods
Media Hotline
416-926-2020
1-888-995-5030
mediahotline@mapleleaf.com


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