The purpose of this campaign was to bring a voice and personality to this popular deli meat. The Hinterland Who’s Who educational series – along with voice over artist John Livingstone – is almost as popular as ice hockey here in Canada. Celebrating their 50th anniversary this past year, and using voice talent inspired by the dulcet tones of the late Mr. Livingstone, we parodied this iconic Canadian platform in a radio spot entitled “Mom” to inform potential customers of the main predator of the wily Maple Leaf Wild Bologna.