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Canada Bread worked with TamTam\TBWA Montreal for its national product launch of Dempster’s OvenFresh baguettes and dinner rolls. The campaign launched Oct. 5/09 with a 30-second TV spot using humour to relate Dempster’s legacy of quality to the new long-life breads category. Tam-Tam\TBWA worked with Alexis Durand-Brault at the helm, to recreate a Dempster’s bakery from 100 years ago before moving to a modern kitchen. Dempster’s OvenFresh is an all-new line of baguettes and dinner rolls,
available in the supermarket bakery section and bread aisles, to be freshly baked in the consumer's oven in just eight minutes. Creative on the campaign was headed by Hughes Choquette, vice-president creative with copy by Sam Gold and Paul Derome. Art Director is Michèle Petitclerc. Production house is Jet Films, Montreal.
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