Canada Bread is aiming to boost sales of Sun Maid Raisin Bread by shining a light on brunch.
The Maple Leaf Foods-owned company, which licenses Sun Maid in Canada, launched an in-store campaign to promote the often-neglected weekend breakfast.
“A lot of people are eating breakfast at home [on the weekend], but there’s not a lot of focus around it at the retail level,” said Riona Coller, marketing manager at Canada Bread.
“Given Sun Maid Raisin Bread’s fit with the weekend breakfast, we thought it was a great opportunity to promote its usage during brunch, especially with other breakfast partners, to really drive basket size and incremental sales for retailers,” Coller said.
Canada Bread created four holiday brunch recipes that use Sun Maid Raisin Bread. National in-store displays feature recipe booklets and coupons, while the bread has an on-pack offer: consumers can save $1 off any syrup and 50 cents on Nescafé Taster’s Choice.
A Raisin Bread sampling program will include Gay Lea Butter or Taster’s Choice, depending on the retailer. The in-store promotion runs until Dec. 25.
Canada Bread also promoted Sun Maid Raisin Bread with a Twitter chat on holiday brunch (#SunMaidBrunch), which took place on Nov. 20.
Author and spokesperson Kathy Buckworth hosted the chat for English-speaking Canadian moms, while blogger Jaime Damak hosted the chat for French moms.
Hosting a Twitter part in both English and French is fairly rare for companies, said Coller. “But given our large consumer base in Quebec, we wanted to make sure we were talking to those consumers as well.”