Weston Bakeries - Gadoua Multigo: Outsmarting the Competition

Weston Moelleux Plus had been losing ground to POM Smart - a rival bread brand. For this campaign, the decision was made to attack POM Smart with another brand in Weston's arsenal: Gadoua.

Weston Bakeries – Gadoua Multigo: Outsmarting the Competition

Agency: Headspace Marketing Inc


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


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...

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