Connors Bros.,a maritime seafood products manufacturer,plans to market its sardines to Ontario consumers through a campaign pushing the little fish as a positive food choice.The campaign aims to nullify the notion that sardines are boring by stressing their health benefits and their savory qualities.Connor Bros.is trying to:

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The campaign is focusing on nullifying the negative belief that sardines are boring, which falls under changing negative beliefs about product attributes. The emphasis on sardines' health benefits and savory qualities is an attempt to shift consumers' perceptions and encourage them to view sardines as a positive food choice.