Selling a benefit that no one knew they needed

McGavin's bread poster, West Vancouver, BC

How many people pick their bread based on softness? I would think that nutrition or taste might be more important factors for consumers, but evidently I'm wrong.

LIke the Tim Hortons advertisement touting "100% Canadian Milk", this advertisement seeks to take a leading position for a product characteristic that I didn't even think was that important.

I'll have to ask my Introductory Marketing students to see what they think. I suspect that softness won't be the most important factor when they pick a loaf of bread.