How Dempsters perfected its catchy “Hug Your Food” tortilla jingle

Anatomy of a hit jingle

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Toronto-based music producer Grayson Matthews were the songwriters behind the Tim Hortons runaway sensation “Jump the Boards” ad. When Dempsters decided to launch a new series of ads online, they turned to the same people to see if they could work their magic on tortillas. Here’s how they did it.

Illustrations by Jim Mezei

Illustration showing how Dempsters settled on its Hug Your Food jingle

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