Maple Leaf Foods launches Schneiders brand refresh

by Erica Shaffer
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Schneiders new logo
Schneiders is coming back with a brand new look and message for customers.

TORONTO – Maple Leaf Foods relaunched its largest brand, Schneiders, with a new logo and multimedia campaign.

The Schneiders brand has been a fixture in Canada for more than 125 years and it is the largest packaged meats brand in Canada. Products offered under the brand include meats, meals and lunch kits. Its signature brands include Schneiders Blue Ribbon, Schneiders Deli Best, Schneiders Lunchmate and Schneiders Oh Naturel! among others.

The Schneiders brand campaign features a refreshed logo and packaging; a new tagline, “A Tradition of Quality”; television ads; in-store promotions and a sponsorship agreement with Major League Baseball’s Toronto Blue Jays, among programs.

“Schneiders has part of making Canadian family traditions, big and small, memorable for more than 125 years,” Adam Grogan, senior vice president, Marketing and Innovation. “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.”

The initiative comes as Maple Leaf leverages the momentum spurred by a positive reversal in the company’s financial fortunes. Maple Leaf reported fourth-quarter net earnings from continuing operations of C$33.3 million ($24.6 million), or 24 cents per share, compared to a loss of C$23.0 million ($18.4 million) or 16 cents per share a year ago. Michael McCain, president and CEO, said the company now will be focused on growing its position as a “sustainable” meat protein producer, product innovation and marketing.

The Schneiders brand relaunched kicked off with a new television ad and digital content in addition to updates to product packaging.

“We engaged consumers in focus groups across the country and updated the brand thoughtfully based on what they wanted,” Grogan said. “We know Schneiders is now exactly where it needs to be in the hearts and minds of Canadians.”

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