Maple Leaf Consumer Foods Schneiders Masterbrand

brand challenge:
The brand is almost 120 years old and for the most part has been incredibly consistent with its communication resulting is one of the best defined positionings. The challenge is how to best capture the heart of the brand and keep it relevant and fresh.

brand truth:
The Schneiders brand has been built on consistency of quality, great taste and good old fashioned values. These brand values are so strong they live in the hearts of current and former Schneiders employees even today. So who better to tell the story than those who were committed to delivering J.M. Schneiders promise, long term employees. Research tracking confirms that this campaign resonates extremely well with consumers with outstanding recall, brand linkage and reinforcement of the quality and taste core messaging.