Originally published January 20, 2020 on The Grower
By Karen Davidson
Agriculture Canada is looking to buttress provincial and food commodity efforts with its own campaign to ‘Buy Canadian.’ It has published a request for proposal for marketing firms to help it launch a social marketing campaign to build public trust in the food system and to better connect consumers with agriculture and food.
The five-year, $25 million ad campaign is expected to launch this summer, reminding consumers of how Canadian farms operate and about stringent food standards. The timing follows a revamp of Canada’s Food Guide and a shift in consumer eating habits towards more plant-based meals.
According to the request for proposal due February 18, 2020, the government plans to spend between $1.5 and $4 million each year on media buys. For details, go here: https://bit.ly/2sNjoc8