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Tite also praised the "Eat Together" campaign from Loblaw Companies' President's Choice brand, which encouraged Canadians of all different backgrounds to join each other for meals. "It spoke to all the values of the country, it spoke to the diversity that we have here," said Tite. In contrast, Tite disliked Kentucky Fried Chicken's "K'ehFC" rebranding, and said it "put KFC forward, not Canada." But KFC's accompanying Canada Day video, produced by viral video outfit Brittlestar, brought back positive memories of Molson's famous "I Am Canadian" advertisement for Scott Stratton, president of Unmarketing. Stratton says it's "upsetting" that a non-Canadian company has such an effective ad.  "That should have been one of ours doing it, because that was smart," he said. The Canada 150 marketing campaign from Ontario credit union Meridian includes a 15-month mortgage at 1.50 per cent. (meridiancu.ca) But big national events like Canada 150 have the potential to "bring out the worst in marketers," Stratton said, sometimes leading to over-the-top jingoism that doesn't fit with his notion of what being Canadian is all about. "When you scream you're Canadian, you're actually not Canadian. That's half of our identity, is not being ridiculous about being Canadian." From condoms to caskets: merchandise marks Canada's 150th birthday Stratton said brands with long histories in Canada have the best opportunities to associate themselves with positive emotions surrounding Canada's sesquicentennial anniversary. "I want to see something at Roots for the anniversary, I want to see something at Tim Hortons, even though it's not a Canadian-owned company anymore," said Stratton. "I want to see a Molson Canadian special bottle, because they've paid their dues. I want to see Hudson's Bay Company do something for it, because they were open 150 years ago." If a brand's Canada 150 campaign is perceived as inauthentic, "then they will be ridiculed online, and there's a potential for consumer backlash," said Ela Veresiu, an assistant professor of marketing at the Schulich School of Business at York University. "And the backlash hits faster and harder, thanks to social media." Boston Pizza has changed its named to 'Canada Pizza' for Canada Day this year. (Solomon Israel/CBC News) Veresiu cited Tim Hortons' poutine doughnut — which is only being sold at the company's U.S.

For the original version including any supplementary images or video, visit http://www.cbc.ca/news/business/canada-150-marketing-branding-1.4184208

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Jamie Gray is a business reporter for the New Zealand Herald and NZME. news service. Fonterra's tracing technology makes problem-solving faster Fonterra's new technology will let problems be traced back within hours. Photo / Bloomberg It took Fonterra five days to isolate the problem during the infamous whey protein concentrate scare of 2013. Now, the co-operative is on the way to establishing full electronic traceability for all its products, meaning problems can be isolated within just a few hours. Initial tests showing the product - WPC80 - contained the botulism-causing bacteria turned out to be false, but the event and its resulting infant formula product recall were a big setback for Fonterra. Traceability has become a big part of the world's food industry, to the point where big British supermarket chain Tesco will not allow its shelves to be stocked with products whose ingredients cannot be swiftly traced back to their source. Fonterra aims to have electronic product traceability for all its products, in all its markets, by 2020. By the end of this year 40 per cent of its plants globally will have traceability data electronically connected, and a further 50 per cent of the plants will be included by the end of 2017. The remaining 10 per cent will be completed in 2018/19. It has been a big undertaking, costing tens of millions of dollars, but Fonterra's general manager trust in source, Tim Kirk, said it had been an essential investment in the future. "If you go back to the WPC80 incident - that took us four or five days to get that information together to be able to communicate it," he said.

For the original version including any supplementary images or video, visit http://www.nzherald.co.nz/the-country/news/article.cfm?c_id=16&objectid=11765115

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