Maple Leaf Foods: Natural Selections
john street
Section I — Basic information
Business Results Period (Consecutive Months): May 2010 - May 2012
Start of Advertising/Communication Effort: May 10, 2010
Base Period as a Benchmark: n/a - this is a product launch
Section II — Situation analysis
a) Overall Assessment
At the end of the first decade of the 2000s, the word "natural" was becoming more and more a shorthand for "healthy" in the food industry. Consumers scrutinized ingredient labels looking for assurances well beyond "low fat" or "low in sodium" claims and were becoming more interested in...