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Cold-cut maker Maple Leaf finds the marketing sweet spot with response to cake snafu – Financial Post

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TORONTO • By midday Monday, Janet Riley was overrun with emails about the little boy and the cake.

Riley, the vice president of communications at Maple Leaf Foods Inc., was hearing from employees, 25, maybe 30 of them, all insisting that something had to be done.

The reason, by now, is well known: An eight-year-old named Jacob in Mascouche, Que., had wanted a Toronto Maple Leafs logo on his birthday cake. But a confused local baker took the order, searched Google for a logo and found the wrong one. Instead of the hockey team, Jacob’s got a cake that paid tribute to the purveyor of luncheon meats, hot dogs and poultry.

The crest-fallen boy refused to eat.

“He said he said didn’t want any ‘ham cake,’” his stepmother recalled later to the Canadian Press.

A consumer engagement manager at Maple Leaf Foods first saw a Facebook post from Jacob’s bemused stepmother over the weekend. The manager sent an alert around to colleagues at Maple Leaf Foods headquarters in Mississauga, Ont.

At first, the team thought it was “cute,” Riley said. “They were watching it.”

By Monday afternoon, CBC News published a story with a photo of young Jacob giving a thumbs-down to his ham cake.

He said he said didn’t want any ‘ham cake’

“It just gave us such a chuckle,” Riley said, “thinking about this little Maple Leafs fan who ended up with our logo on this birthday cake.”

Riley started getting emails from Maple Leaf Foods employees, everyone from the corporate treasurer to a facilities manager, all with the same sentiment: Send the kid to a Leafs game.

“That was what made us all realize that we need to act,” Riley said. “There were just a bunch of emails flying. So then I stood up from my desk and ran to talk to my team.”

The marketing team had also seen the story and was working on a similar plan. After a series of emails, the communications and marketing department agreed that Maple Leaf Food had Maple Leafs tickets and would offer them to Jacob, either in Montreal, close to his home, or in Toronto.

The whole process took an hour and a half, Riley said. By Tuesday afternoon, she said the plan was to cover the family’s trip to Toronto for a game later this month.

“There wasn’t much of an approval process,” Riley said. “This was certainly a non-controversial decision to send a little boy to a Maple Leaf game.”


ight-year-old Jacob Bertrand’s birthday cake is shown in a handout photo. His family ordered a Toronto Maple Leafs cake for Jacob and got a cake with a Maple Leaf Foods logo instead.

Tania Levesque /

The Canadian Press

Marketers who spoke to the Financial Post on Tuesday all said Maple Leaf Foods scored a clear win. But they emphasized that responding to viral news isn’t as easy as Maple Leaf made it look. It often requires marketing departments to achieve the near impossible balance of reacting quickly and reacting wisely.

“It can be harrowing to find your brand in the news unexpectedly — a lot of internal decision makers tend to get involved when the spotlight’s on,” said Erin Manning, associate managing director at Ketchum, a Toronto-based communications consultancy.

“The decision to respond — and how — needs to happen before the story runs away from you. In a situation like Maple Leaf Foods, if there’s a clear opportunity to control the narrative, seize it.”

In some cases, things can go wrong. If a story has political overtones, or if a brand amplifies a story in a way that winds up putting regular people under the microscope, it can backfire, said Helen Androlia, director of digital strategy at the Toronto advertising agency Juniper ParkTBWA.

“In this case, I would say this wouldn’t have a downside at all; this is the sweet spot,” she said in an email. “What most people don’t see is how complex a marketing team can be, or the amount of coordination, approvals and discipline that goes into moving quickly to respond.”

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Canada’s Marina Stakusic falls in Guadalajara Open quarterfinals

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GUADALAJARA, Mexico – Canada’s Marina Stakusic fell 6-4, 6-3 to Poland’s Magdalena Frech in the quarterfinals of the Guadalajara Open tennis tournament on Friday.

The 19-year-old from Mississauga, Ont., won 61 per cent of her first-serve points and broke on just one of her six opportunities.

Stakusic had upset top-seeded Jelena Ostapenko of Latvia 6-3, 5-7, 7-6 (0) on Thursday night to advance.

In the opening round, Stakusic defeated Slovakia’s Anna Karolína Schmiedlová 6-2, 6-4 on Tuesday.

The fifth-seeded Frech won 62 per cent of her first-serve points and converted on three of her nine break point opportunities.

This report by The Canadian Press was first published Sept. 13, 2024.

The Canadian Press. All rights reserved.

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Kirk’s walk-off single in 11th inning lifts Blue Jays past Cardinals 4-3

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TORONTO – Alejandro Kirk’s long single with the bases loaded provided the Toronto Blue Jays with a walk-off 4-3 win in the 11th inning of their series opener against the St. Louis Cardinals on Friday.

With the Cardinals outfield in, Kirk drove a shot off the base of the left-field wall to give the Blue Jays (70-78) their fourth win in 11 outings and halt the Cardinals’ (74-73) two-game win streak before 30,380 at Rogers Centre.

Kirk enjoyed a two-hit, two-RBI outing.

Erik Swanson (2-2) pitched a perfect 11th inning for the win, while Cardinals reliever Ryan Fernandez (1-5) took the loss.

Blue Jays starter Kevin Gausman enjoyed a seven-inning, 104-pitch outing. He surrendered his two runs on nine hits and two walks and fanned only two Cardinals.

He gave way to reliever Genesis Cabrera, who gave up a one-out homer to Thomas Saggese, his first in 2024, that tied the game in the eighth.

The Cardinals started swiftly with four straight singles to open the game. But they exited the first inning with only two runs on an RBI single to centre from Nolan Arendao and a fielder’s choice from Saggese.

Gausman required 28 pitches to escape the first inning but settled down to allow his teammates to snatch the lead in the fourth.

He also deftly pitched out of threats from the visitors in the fifth, sixth and seventh thanks to some solid defence, including Will Wagner’s diving stop, which led to a double play to end the fifth inning.

George Springer led off with a walk and stole second base. He advanced to third on Nathan Lukes’s single and scored when Vladimir Guerrero Jr. knocked in his 95th run with a double off the left-field wall.

Lukes scored on a sacrifice fly to left field from Spencer Horwitz. Guerrero touched home on Kirk’s two-out single to right.

In the ninth, Guerrero made a critical diving catch on an Arenado grounder to throw out the Cardinals’ infielder, with reliever Tommy Nance covering first. The defensive gem ended the inning with a runner on second base.

St. Louis starter Erick Fedde faced the minimum night batters in the first three innings thanks to a pair of double plays. He lasted five innings, giving up three runs on six hits and a walk with three strikeouts.

ON DECK

Toronto ace Jose Berrios (15-9) will start the second of the three-game series on Saturday. He has a six-game win streak.

The Cardinals will counter with righty Kyle Gibson (8-6).

This report by The Canadian Press was first published Sept. 13, 2024.

The Canadian Press. All rights reserved.

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Stampeders return to Maier at QB eyeing chance to get on track against Alouettes

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CALGARY – Mired in their first four-game losing skid in 20 years, the Calgary Stampeders are going back to Jake Maier at quarterback on Saturday after he was benched for a game.

It won’t be an easy assignment.

Visiting McMahon Stadium are the Eastern Conference-leading Montreal Alouettes (10-2) who own the CFL’s best record. The Stampeders (4-8) have fallen to last in the Western Conference.

“Six games is plenty of time, but also it is just six games,” said Maier. “We’ve got to be able to get on the right track.”

Calgary is in danger of missing the playoffs for the first time since 2004.

“I do still believe in this team,” said Stampeders’ head coach and general manager Dave Dickenson. “I want to see improvement, though. I want to see guys on a weekly basis elevating their game, and we haven’t been doing that.”

Maier is one of the guys under the microscope. Two weeks ago, the second-year starter threw four interceptions in a 35-20 home loss to the Edmonton Elks.

After his replacement, rookie Logan Bonner, threw five picks in last week’s 37-16 loss to the Elks in Edmonton, the football is back in Maier’s hands.

“Any time you fail or something doesn’t go your way in life, does it stink in the moment? Yeah. But then the days go on and you learn things about yourself and you learn how to prepare a little bit better,” said Maier. “It makes you mentally tougher.”

Dickenson wants to see his quarterback making better decisions with the football.

“Things are going to happen, interceptions will happen, but try to take calculated risks, rather than just putting the ball up there and hoping that we catch it,” said Dickenson.

A former quarterback himself, he knows the importance of that vital position.

“You cannot win without good quarterback play,” Dickenson said. “You’ve got to be able to make some plays — off-schedule plays, move-around plays, plays that break down, plays that aren’t designed perfectly, but somehow you found the right guy, and then those big throws where you’re taking that hit.”

But it’s going to take a team effort, and that includes the club’s receiving corp.

“We always have to band together because we need everything to go right for our receivers to get the ball,” said Nik Lewis, the Stampeders’ receivers coach. “The running back has to pick up the blitz, the o-line has to block, the quarterback has to make the right reads, and then give us a catchable ball.”

Lewis brings a unique perspective to this season’s frustrations as he was a 22-year-old rookie in Calgary in 2004 when the Stamps went 4-14 under coach Matt Dunigan. They turned it around the next season and haven’t missed the playoffs since.”

“Thinking back and just looking at it, there’s just got to be an ultimate belief that you can get it done. Look at Montreal, they were 6-7 last year and they’ve gone 18-2 since then,” said Lewis.

Montreal is also looking to rebound from a 37-23 loss to the B.C. Lions last week. But for head coach Jason Maas, he says his team’s mindset doesn’t change, regardless of what happened the previous week.

“Last year when we went through a four-game losing streak, you couldn’t tell if we were on a four-game winning streak or a four-game losing streak by the way the guys were in the building, the way we prepared, the type of work ethic we have,” said Maas. “All our standards are set, so that’s all we focus on.”

While they may have already clinched a playoff spot, Alouettes’ quarterback Cody Fajardo says this closing stretch remains critical because they want to finish the season strong, just like last year when they won their final five regular-season games before ultimately winning the Grey Cup.

“It doesn’t matter about what you do at the beginning of the year,” said Fajardo. “All that matters is how you end the year and how well you’re playing going into the playoffs so that’s what these games are about.”

The Alouettes’ are kicking off a three-game road stretch, one Fajardo looks forward to.

“You understand what kind of team you have when you play on the road because it’s us versus the world mentality and you can feel everybody against you,” said Fajardo. “Plus, I always tend to find more joy in silencing thousands of people than bringing thousands of people to their feet.”

This report by The Canadian Press was first published Sept. 13, 2024.

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