Domination campaign bows for snack bar

Toronto's Skywalk is being inundated with signage for and sampling of Hop & Go!, which is also all over TVA's airwaves.

Leveraging the consumer insight that almost a third of Canadians leave home without having breakfast, and/or skip meals, a double-edged campaign began in Toronto and Montreal yesterday for Hop & Go! multi-grain snack bars.

Masterminded by P2P Proximité Marketing for manufacturer Saputo Bakery Division (both Montreal-based), the Toronto portion of the initiative comprises signage and sampling on the Skywalk leading from Union Station to the CN Tower and the Rogers Centre. Until Sept. 22, more than two dozen creative visuals will appear on the walkway’s 72 panels. Meanwhile, about 150,000 samples of the new raisin-almond bar – which hits stores in early October – will be handed out during the morning and afternoon rush hours.

In Quebec, the TVA network and the Salut Bonjour! program will feature Hop & Go! snack bars for the next four weeks.

As well, an online contest was launched yesterday, with the grand prize being a month’s meals prepared by a professional chef, who will whip them up in the winner’s home.