Dempster’s was facing 10 consecutive years of decline and research showed it had no discernable equity with Canadians. Cundari led the (r)evolution of the brand and developed a new brand creative platform, Made by Canada, which tested in the top 5% of all Kantar TNS positioning research from any category. Ever. The new campaign saw sales rise +10% (pun intended!), enabled the brand to get exclusive listings at Walmart, and even had real farmers write in to thank the brand.

RESULTS:

• Our campaign generated: o 3.5 million Instagram impressions
• 10 million Facebook impressions
• 11 million campaign impressions
• Share declines have been reversed:
• $ Share +0.6 VYA
• Volume share up +6% VYA
• Net sales grew 5.6% VYA.

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