TORONTO – How do you know you’ve found great bread? After watching ACE Bakery®’s inaugural 30-second TV spot that aired Monday evening across the Greater Toronto Area, you’ll be sure to know. For over 23 years ACE Bakery® bread has been on dinner tables, in lunch bags, on charcuterie boards, and in our grocery bags with, we all admit it, bites missing. Supermarkets, restaurants, hotels, and patrons alike have not been able to resist the remarkable taste of ACE® artisan bread, made with the simplest ingredients, no preservatives, and Non GMO verification.
After two successful decades of sharing the ACE® brand with Canadians primarily through local sampling initiatives, the team at ACE® decided that it was time to more widely share their passion for great quality bread with a robust media campaign. The Discover Great Bread Campaign was launched not only to introduce more Canadians to ACE®, but to invite them to discover bread in a brand new light.
“Not everyone has tried ACE® yet, even in Toronto,” states Jared Kwart, ACE Bakery’s Brand Manager, “Shoppers are comfortable with their weekly shopping list and routines and surprisingly bread tends to be overlooked. Often a bigger focus is given to the quality of the fillings, or the quality of the main meal. We want Ontario (and the world) to discover that better bread can elevate almost every dining experience.”
As a proud Toronto institution, ACE Bakery® began in 1993 as a small bakery café at the corner of King and Spadina in the heart of the city, serving freshly baked artisan bread to local residents, tourists, and chefs. The fresh, delicious taste of these authentic breads quickly became a hot topic among local restauranteurs, and soon enough the finest restaurants in Toronto were proudly serving ACE® bread to their guests. Best known for its iconic White Baguette, ACE Bakery® products can be found at grocery stores and foodservice operators across North America, crafted with the same simple ingredients used since day one.
“What began as a passionate hobby has evolved into a world-class artisan bakery,” comments Roy Benin, President of ACE®. “There is so much pride in our hearts to see such an extraordinary brand come even more to life than it already has.”
“There are a number of consumer and shopper truths rooted in our messaging,” continues Kwart, “We all squeeze our bread in the store to find that perfect loaf, or sneak a piece because it’s just so irresistible. Our ‘Discover Great Bread’ campaign is designed to celebrate these truths in an artisan way that resonates with just about everybody.”
“It is incredible how far ACE® has come,” expresses Marcus Mariathas, ACE Bakery®’s awarded Master Baker, who began working with ACE® at their original retail café as a night baker. “You don’t need to fly overseas to eat great bread. It’s right down the street.”
Mariathas, who was studying accounting at the University of Toronto at the time, used his talent for numbers to his benefit, developing bread recipes that are unmatched anywhere else. Today, Mariathas is a true bread artist and legend. He recently competed in the Coupe du Monde de la
Boulangerie (the World Cup of Baking competition) in Paris this February, representing Artisan Breads for Team Canada. Mariathas and Team Canada came out #1 in North America, and scored Top 10 worldwide.
Creatively developed in partnership with its adverting agency of record, KBS, ACE Bakery®’s
Discover Great Bread campaign will be rolled out digitally and in print, with features in LCBO’s Food & Drink Magazine, RICARDO, prime time TV spots, subway murals including a digital board at Union Station, and billboards across Toronto and Ottawa starting late September until the end of the year. In addition, ACE® Brand Ambassadors will be stationed at grocery stores
throughout the country every Friday and Saturday, offering shoppers fresh samples of great bread.
“It truly is a remarkable moment, for everyone in the organization – for those who have been with us for one day, or for the entire journey of the business,” closes Benin, “This year is certainly an unforgettable one in ACE® history.”
So, how do you know you found great bread? You’ll have to go discover for yourself.
Let us know how you Discover Great Bread on social media:
About ACE Bakery®
One of North America’s leading artisan bakeries, ACE Bakery® opened in 1993 creating European-style rustic breads. The gentle shaping of each loaf, long fermentation periods, and a stone deck oven all work to create exceptionally flavourful bread with a pleasing texture and crisp crust. The breads contain no preservatives and are made with the finest ingredients. ACE Bakery®’s baguettes and artisan breads are available at hundreds of restaurants, hotels, caterers, grocery and gourmet food shops across Canada, throughout the United States, and the Caribbean. For more information, visit ACEBakery.com. ‘
For information on where to purchase ACE Bakery® bread, please contact: 905-565-8138 or bread@acebakery.com
Source: ACE Bakery®
