George Weston Foods rely on the goodness of grains, seeds and creative cut-through to drive success.

With multiple brands fighting across different bread categories, it was essential to develop unique positionings that were relevant and motivating to their segments to maintain share and attract the switchers. Creative humanised the benefits with charm and humour through long-term platforms and distinctive executions. 

On production and media budgets considerably smaller than the competition, each campaign delivered the highest salience, relevance and appeal for GWF and, in some cases, turned around declining measures.

Channels: Broadcast TV, BVOD, digital video, social, OOH, shopper.