Weston puts Olympic dreams on display.
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Weston Bakeries Limited is showing its Olympic spirit with a series of television ads to promote its Wonder+ enriched bread, and the company's title as the Official Supplier of Bread and Baked Goods for the Vancouver 2010 Olympic and Paralympic Winter Games.
Running during coverage of the Summer Games in Beijing, the five 15-second spots feature children preparing for winter Olympic sports like curling, bobsledding, hockey, skiing, speed skating and figure skating with the copy: "In the winter of 2010, the world will come to Canada. Let the dreams begin." The spot ends with the VANOC logo.
Though Weston is also sponsoring the Canadian Summer Olympic team, the company wanted to focus on the 2010 Winter Games "because it's a little different to see winter sports during the summer Olympics," said Lisa Dahl, who is responsible for sales and marketing at Weston Bakeries.
The spots, created by Toronto-based Round Table Advertising, are meant to highlight and create excitement for the Vancouver Games, while pairing healthy active lifestyles with Weston's Wonder+ enriched, a white bread with the equivalent nutrition of 100% whole wheat bread.
The vignettes were also condensed into a 60-second version which will run during CBC, TSN and Newsworld's coverage of the games as part of an Olympic media package offered to sponsors and suppliers, said Dahl. PHD handled the buy.
In addition, Weston has released 24 Wonder+ Olympic Games collectable cards, each one highlighting a summer Olympic sport, available in packages of Wonder+ or online at WonderBread.ca.
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