Weston Bakeries – Gadoua Multigo: Outsmarting the Competition

Agency: Headspace Marketing Inc

Section I – BASIC INFORMATION

Business Results Period in Consecutive Months: August 2009 – June 2010.

Start of Advertising/Communication Effort: August 2009.

Base Period as a Benchmark: January to August 2009.

Geographic Area Covered: Québec (French only)

Annual Budget Range: $500,000 – $1 million

Section II – SITUATION ANALYSIS

a) Overall Assessment

The bread market in Québec is ultra competitive. Two large commercial bakeries compete fiercely in what is essentially a flat category. Weston Bakeries markets Weston, D’Italiano, Country Harvest, Gadoua Moelleux and Gadoua Vitalité. Multi-Marques, a unit of Canada Bread, markets POM, Bon Matin and Villaggio.

Although the white bread segment is shrinking as a result of consumers’ growing interest in more nutritious whole grain bread, white bread remains a favourite of most Quebeckers and continues to represent significant volume. Over the past four years, a new sub-segment has emerged — nutritionally enhanced white bread. It combines the taste and texture of white bread and the nutritional benefit of whole grains. Two brands were introduced in 2005 to deliver this benefit: Weston Moelleux Plus and POM Smart.