Communicating for a commodity-based organization
Client Problem
Ontario’s floriculture industry approached AdFarm for assistance in creating a “grown in Ontario” brand as a way to improve their business environment. The industry was under pressure from imports, and consumers had no way to know if the flowers they were buying were from Ontario. Initial funding for marketing was secured with AdFarm’s assistance from the Agricultural Adaptation Council, however long-term sustainability of a new Ontario brand would require a new check-off fee.
Driving Deeper Solutions
After key industry stakeholder consultation and market research, we developed the Pick Ontario brand for Flowers Canada (Ontario) and launched an integrated marketing communication campaign designed to provide consumers with the choice of purchasing Ontario-grown flowers, while helping create ongoing demand for Ontario’s flower growers.
Proof
Phase One of our Pick Ontario campaign generated tremendous interest with consumers through advertising, online, public relations events and key consumer event sponsorship. While our activities increased consumers’ awareness of their ability to choose Ontario-grown fresh flowers, the industry also rallied together and approved the collection of a new check-off fee – providing long-term sustainability to support innovative marketing activities to ensure an ongoing market preference and presence for Pick Ontario flowers.