Hot dog brand Schneiders has made a “significant investment” in a new brand purpose, logo and marketing campaign to further connect with modern-day families.
The brand relaunch begins with Schneiders’ new digital content and TV spot – including one starring Toronto Blue Jays outfielder Kevin Pillar that emphasises the brand’s position as the baseball team’s official hot dog supplier.
That will be followed by packaging updates and continued communication throughout the year – including the adoption of a refreshed logo and pack design that reflects Schneiders’ commitment to quality and focusses on modern craftsmanship. A new tagline, A Tradition of Quality, links Schneiders’ food quality to the role that the brand continues to play in bringing families and friends together, it said.
Schneiders senior vice-president, marketing and innovation Adam Grogan said: “Schneiders has been part of making Canadian family traditions, big and small, memorable for more than 125 years. Our investment in this iconic brand reinforces its relevance to modern-day families and the integral role it plays in inspiring Canadians to keep their traditions alive – and start new ones that will last for generations.
“We engaged consumers in focus groups across the country and updated the brand thoughtfully based on what they wanted. We know Schneiders is now exactly where it needs to be in the hearts and minds of Canadians.”
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