Maple Leaf Foods: Change your life with bacon

This case study demonstrates how Ready Crisp, a pre-cooked bacon brand made by Maple Leaf, grew sales in Canada with a humorous message to mothers.

Maple Leaf Foods: Change your life with bacon

john st.

Situation analysis

Overall assessment

Maple Leaf bacon has been enjoyed by Canadians for decades; in the fresh bacon category they are the market leader.

But in the emerging fully-cooked bacon category there was a huge opportunity to raise the profile of their most profitable bacon product, Ready Crisp bacon, which was suffering from low awareness, limited trial and flat sales.

The fully-cooked bacon category itself was growing at 9% YOY and Ready Crisp bacon was at risk of not keeping pace with the competition.

We saw an opportunity to introduce...

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