Media Centre
2006/03/06

Integrated TV commercial and web media campaign with contest launches for Maple Leaf Fully Cooked line

MISSISSAUGA, ON, Mar 6, 2006 (Canada NewsWire via COMTEX News Network) -- A new integrated national television and web media campaign including contest launched today in support of Maple Leaf Food's line of Fully Cooked products following the official launch of Maple Leaf Food's Grilled Chicken Breast and Grilled Sirloin Steak Strips a month ago.

The testimonial style television spots (there are two versions in English and French) shot in a busy kitchen, feature women personably talking about the merits of the fully cooked strips product while cooking their favourite recipe. Just when the secret ingredient is about to be revealed, the spot ends, referring viewers to a dedicated Web site to find out what that ingredient is as well as an invitation to enter into a contest on-line.

The contest to win a $25,000 kitchen makeover has a "secret agent" theme and may be one of the most innovative contests in cyberspace today. Participants log onto the Web site contest link, and upon accepting the "mission," have 30 seconds to finish the "assignment" by choosing the ingredients from a virtual refrigerator to complete the assigned meal. If successful, participants are then entered into a draw for the dream kitchen.

"We've designed this as the destination Web site on meal solutions for busy Canadians to help them prepare meals in about 10 minutes," says Anna Seymour, Consumer Marketing Manager, Maple Leaf Foods. "There are many new, easy and nutritious meal ideas on the site. Best of all, they are simple and easy to put together because we have built a very handy meal selector tool that helps consumers match our Maple Leaf meat products with delicious side dish suggestions. With one click of the mouse, the 'create this meal' button compiles the information and then sends it to their printer!"

At www.greatmealsinminutes.com consumers will find a variety of recipes and meal solution ideas as well as product information on the entire line-up of Maple Leaf Fully Cooked Meats that includes 14 products such as Beef Pot Roast in Homestyle Gravy and Turkey Breast in Homestyle Herb Gravy.

Maple Leaf Foods Inc. (TSX: MFI) is a leading Canadian food processing company committed to delivering quality food products to consumers around the world. Headquartered in Toronto, Canada, the company employs approximately 23,000 people at its operations across Canada and in the United States, Europe and Asia. The company had sales of $6.4 billion in 2004. More information on Maple Leaf Foods can be found at www.mapleleaf.ca.

SOURCE: Maple Leaf Foods Inc.

For news information, interviews and DVDs, please contact: Mark LaVigne, APR, President, Hunter LaVigne Communications Inc., (905) 841-2017 (office), (416) 884-2018 (cell), mark.lavigne@sympatico.ca; Anna Seymour, Consumer Marketing Manager Maple Leaf Foods, (905) 501-3203 (office), seymouan@mapleleaf.ca; Quebec: Daniel Granger, ARP, Fellow CPRS, President, ACJ Communication, (514) 840-7990 (office), (514) 232-1556 (cell), Daniel.granger@acj.mht.qc.ca


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