Feed What Nourishes You:
How We Helped Dempster’s Nourish its Brand Positioning with Best-in-Class Insights Clarity.
SW&A has been our trusted strategy and insights partner for over 30 years. The success of Dempster's 'Feed What Nourishes You' campaign is a testament to their strategic guidance and ability to uncover meaningful insights that drive brand growth. Their unwavering commitment to clarity helped us connect with consumers and strengthen our market leadership."
- Alistair Senn, Marketing Director, Total Bread, Bimbo Canada
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Situation
Dempster’s, Canada’s #1 bread brand, has been nourishing Canadians with high quality products for over a century. Recently, Dempster’s sought to strengthen its leadership amidst rising competition and reduced retail exclusivity. To drive growth, the brand wished to shift its focus from functional benefits to more meaningful emotional connections with consumers, especially parents. Understanding the busy lifestyles of Canadians, Dempster’s aimed to position itself as a trusted ally in everyday well-being and nourishment.
Process
As Bimbo Canada’s long-standing partner, SW&A led a strategic, iterative insights-driven process to enhance the consumer relevance of Dempster’s positioning. Using our proprietary Brand Growth Model, we guided the team through focused research to clarify who to win with, what to stand for, how to win, and what to say. This approach redefined the brand’s positioning, validated new creative assets, and shaped Dempster’s new campaign message: "Feed What Nourishes You."
Insights
SW&A’s research uncovered that 86% of Canadians want to improve their well-being but feel too busy and overwhelmed to do so. This insight inspired the rebrand and shaped the campaign’s core message: “Nourishing your wellbeing is as much a staple as bread.” By positioning Dempster’s as a partner in well-being, the campaign struck a strong chord with modern families.
Impact
Launched in August 2024, the campaign significantly improved brand health metrics, particularly relevance. Kantar’s Link testing ranked it as one of their best-performing campaigns, with strong results in perception and purchase intent. Looking ahead, the campaign will continue to engage the Dempster’s community in innovative ways, fostering a deeper emotional connection with consumers.