Our Solution
Lean into canola’s uniquely Canadian legacy.
Canadians love Canadian — from maple syrup to moose to poutine. Our data and insights proved it. So, to get people to hold an opinion about canola, we personified the crop as an everyday Canadian who’s loved by all. We introduced the character through a digitally led, fully integrated campaign and branding effort called “Hello Canola.”
We launched with a 30-second ad featuring Canadian Canola turning heads in an airport. Then continued to amplify the story through a series of fact-filled, online “streeter” videos; a new web property HelloCanola.ca; influencer partnerships across nutrition, cooking, lifestyle and farming; boosted social shorts; and media pitching.
The Impact
Canola gained credibility as another symbol of Canadian pride.
The “Hello Canola” campaign exceeded goals and expectations. The online video and email communications both surpassed industry standards with the email open rate being 21% higher than the norm. The overall campaign generated 28M+ impressions with 1 in 10 Canadians who were surveyed after seeing the campaign being able to recall it. That’s 4,000% over the industry standard at the time in Canada. Plus, 20% of those who were surveyed and recalled the campaign reported that they’re more likely to be familiar with canola.
30%
of those who were surveyed and recalled the campaign said they’re more likely to be aware of canola’s diverse uses (crop, feed, fuel).
40%
of those who were surveyed and recalled the campaign said they’re more likely to have a positive opinion of canola.
