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

Anatomy of a hit jingle


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

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

  1. Hi, the first letter was sent to my billing address, not my shipping address. I do not know if it is just me or other men and women had this trouble but I just wanted to let you guys know. It was definitely disappointing not getting the letter where I’m correct now!

  2. This article is really helpful. I am able to override author’, email’ and url’ default settings, but I’m not able to override comment_field’, it is getting duplicated, i.e. the default textarea is also appearing with my custom comment textarea. Any help would be appreciated.

  3. I drop a comment every time I like a article on a site or if We have something to valuable to contribute to the conversation. It’s a result of your fire communicated in the publish I browsed. And after reading this short article I was in fact moved enough to drop a comment here