Derlea spreads the love

The foodco embarks on a media campaign to promote its new line of spreads, while using the opportunity to promote the charity Spread the Net.

In launching its new line of flavoured food spreads, Derlea Foods is hoping to generate more than just a love of Sundried Tomato and Herb on bagels.

This month, the foodco is launching a campaign that is designed to both promote its new spreads, and to be the official launch of ‘Moms Helping Moms,’ its partnership with Belinda Stronach- and Rick Mercer-backed charity Spread the Net. For each new spread sold, Derlea will donate $0.50 toward purchasing mosquito nets to help prevent mothers and children in developing countries from contracting malaria.

The campaign was created and executed (including media) by Richmond Hill, ON-based Ferrand Communications, with PR by Toronto-based Crave. It includes a two-month buy for half-page ads in Reader’s Digest, Canadian Living, and Chatelaine (June and July), an SEO/SEM marketing campaign and an e-coupon that will be available from the Derlea Foods site. All campaign creative will drive to the Derlea URL. Additional promotion was arranged through coupon websites such as

The campaign is targeting females over the age of 30, Nicholas Di Cuia, president and CD, Ferrand Communications, tells MiC, and so his team and the client thought the selection of magazines represented the best print media buy to reach them. ‘We did a lot of research,’ he says. ‘We know how many moms read magazines.’

The campaign will also include a product giveaway day at a Toronto Marlies hockey game in the coming weeks, where Derlea and Spread the Net teams will be handing out product samples and coupons to attendees at the 5,000-seat Ricoh Coliseum.

The goal behind the campaign is simple, Di Cuia says: raise product awareness and enough money to purchase 2,500 mosquito nets for the Spread the Net program.

‘Spread was really the crux of it,’ Di Cuia says of the campaign’s origins. ‘Spread the word about Derlea spreads, help moms spread the word about Spread the Net – it’s all about spread.’

The campaign will continue throughout 2010.