Dare Foods Breaks the Rules of Snacking with Simple Goodness

​Dentsu Creative Canada and Dare Foods have broke the rules of grocery store snacking with a playful new national campaign for Breton Simple Goodness. The multi-channel campaign humorously takes on the age-old taboo of eating your unpurchased items before checkout, all to spotlight Breton’s newest, irresistibly snackable crackers.

The Breton Simple Goodness line introduces mid-sized, flavour-packed crackers that are great on their own and leave toppings or spreads optional . To bring this concept to life, the campaign’s hero spot features a shopper casually munching straight from the box while waiting in line to the astonishment of the cashier and the store’s PA announcer, who enthusiastically suggest 'pairing' options she doesn’t need.

“Breton has traditionally been known for larger, round crackers, generally eaten with toppings and served while entertaining. We wanted to flip that convention on its head with the launch of our new Breton Simple Goodness crackers,” said Melodie Farina, director of marketing at Dare Foods Limited. “We threw formality out the window by depicting our consumer enjoying these delicious and healthier crackers right out of the box.”

“We loved the idea of showing just how craveable these crackers are, so irresistible that someone couldn’t even wait to get home to open them,” said Ari Elkouby, chief creative officer at Dentsu Creative Canada. “The humour gets dialled up when we realize the clerk isn’t the only one who finds eating crackers on their own out of the ordinary.”

The campaign runs across Canada on broadcast and social media between September 28th – December 7th. Breton Simple Goodness crackers come in two naturally flavoured options, Sea Salt & Olive Oil and Dill & Herb, available at major retailers across Canada.