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.

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Illustrations by Jim Mezei

Illustration showing how Dempsters settled on its Hug Your Food jingle

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