In the campaign’s 30-second anchor spot “Natural Morning Moments,” the voiceover explains that it’s only natural for parents to perform certain actions around breakfast time. That means trying to fish out a piece of eggshell while making scrambled eggs before deciding it’s not worth the hassle and leaving it in, to parents not wanting to be woken up by their kids—even if they’re bringing them them breakfast in bed.
An accompanying 15-second ad shows the dad eating from a plate of bacon he’s carrying to the breakfast table, while the voiceover notes that it’s only natural to make breakfast for everybody and secretly hoping nobody wants any.
The ads are designed to connect natural family moments with the natural foods delivered by Maple Leaf, says Finley. “We really believe it’s an evergreen insight and creative platform that we can use across multiple products,” he says. “It bridges relatable family moments, particularly centred around food, with messaging that Maple Leaf can truly own.”
In addition to Maple Leaf Natural Bacon, this year has also seen the company put advertising dollars behind its Natural Selections line of lunch meat products, its Maple Leaf Natural Top Dogs and Maple Leaf Prime Chicken.
The increase of at-home eating during the pandemic has led to an influx of new customers to the brand, says Finley, and the goal is to retain those customers by introducing them to its varied product offerings.
“[Consumers are] seeking healthier, better-for-you options that give them permission to enjoy the foods their families love without any guilt, and want to shop for products that are values-aligned,” he says. “As sustainability continues to be top-of-mind for many, Maple Leaf is proud to be made by a carbon neutral company, in addition to offering products that are made with natural and simple ingredients. There is a lot we want consumers to know.”