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...