Western Canadian wheat will be featured in a national television campaign as the Canadian Wheat Board is once again partnering with Robin Hood flour in broadcasting a commercial that highlights the quality of baked goods made from prairie wheat.

"The animation is meant to show that baking in the kitchen is fun with mom and dad, and you get good quality products from Robin Hood, and of course, Robin Hood gets good quality products from western farmers," says Pat Keena, CWB branding manager.

She says the CWB's annual producer survey shows 97 percent of farmers say it is important to brand Prairie wheat as a quality ingredient.

"It's all part of our effort to get a branding message out there with Canadian consumers that wheat is a good product grown here on the Prairies. We'd like to see people do more baking in the home, and thereby increase consumption of wheat in Canada," says Keena.

The CWB and Robin Hood have partnered on numerous campaigns over the last three years.