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Dempster’s unveils new ad campaign featuring hockey star Sidney Crosby

TORONTO, Nov. 10, 2011, 2011 (Canada NewsWire via COMTEX) —

Dempster’s, Canada’s Bakery, is launching a new advertising campaign featuring
hockey star Sidney Crosby. The campaign, which focuses on the
importance of eating healthy, nutritious grains as part of a balanced
diet, will feature television commercials along with in-store and
online promotional giveaways.

The ads compare the similarities of Crosby’s diligent game-day
preparation with the admirable work ethic and passion of Canadian
farmers who grow the world-class wheat and grains used in Dempster’s breads.

The new ads can be viewed via the following link: http://www.dempsters.ca/CrosbyTV.

The commercials will begin airing on Friday, November 11.

As part of this new campaign, Dempster’s is hosting in-store and online promotions that give Canadians a chance
to meet Sidney Crosby, and win signed sweaters and merchandise
(including a clothes dryer) through an in-store and online promotion.
Consumers can compete in an online game to see how many pucks they can
get into a clothes dryer. This is a fun take on the story from Crosby’s
youth where he perfected his shot in his parents’ basement, while
occasionally hitting their dryer. The promotion and online game can be
accessed via the following link: http://www.dempsters.ca/CrosbyGame.

In conjunction with the new campaign launch, Dempster’s is making a $25,000 donation to the Sidney Crosby Foundation, which
supports children’s charities throughout Canada, including in Sidney’s
home province of Nova Scotia.

About Dempster’s® Canada’s Bakery
The Dempster’s heritage of quality bread baking began more than 100 years ago when
James Dempster founded both the bakery and the tradition of delivering
fresh baked, nutritious, great tasting grain breads to Canadians daily.
For more information on Dempster’s, please visit www.dempsters.ca.
or www.facebook.com/dempsters.

To view this news release in HTML formatting, please use the following URL: http://www.newswire.ca/en/releases/archive/November2011/10/c4883.html

SOURCE: Maple Leaf Foods Inc.

Maple Leaf Foods Media Hotline 416-926-2020 1-888-995-5030 mediahotline@mapleleaf.com