Schneiders® 401 Sign Gets a Renovation

TORONTO, June 11, 2013 /CNW/ - Maple Leaf Foods is renovating the Schneiders® 401 sign, located beside the 401 Highway near Highway 6, with a fresh new look.

The new sign will be energy efficient; the time and temperature indicators will operate more reliably; it will have new, interactive features; and it will display a new look and feel while keeping the heritage of the Schneiders brand that Canadians love.

The renovation has begun and the company anticipates it will be complete by early August.

Schneiders Sign Facts

  • The original was constructed in 1961. The Dutch Girl image was added in 1971.
  • The original sign had large wooden letters that were physically changed to deliver different commercial messages.
  • The sign was refurbished in 1980. Local dignitaries were photographed snipping a string of wieners, in place of the usual "ribbon cutting" ceremony.
  • Locally in Kitchener-Waterloo, the sign is affectionately known as the "Wiener Beacon" representing the long-standing heritage of the Schneiders history in the region and historically acting as a flight beacon for pilots flying into Toronto Pearson International airport.


SOURCE: Maple Leaf Foods Inc.

For further information:

Media Contact: 
Dave Bauer
Corporate Communications
(905) 285-1510


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