Canada Bread, which makes Dempster’s products, has formed a branding partnership with the Canadian Wheat Board.
Under the agreement, the wheat board’s “Canadian Wheat Makes it Good” maple leaf logo will appear on bags of Dempster’s WholeGrains bread and in national television commercials, print advertising, in-store promotions, demonstrations and online material accompanied by the new tagline, “Prized around the world – grown on the Prairies.”
A 2010 study by Agriculture Canada found that branding and Canadian origin labelling play a greater role than price in consumer shopping choices.
The wheat board has previously negotiated branding agreements with Canadian and international market leaders.