Pick Ontario Freshness
The Pick Ontario Freshness marketing strategy focuses
on building awareness of and demand for the fresh, high-quality foods
grown and produced in Ontario. This strategy encourages consumers to
purchase Ontario foods in grocery stores, farmers' markets and restaurants
across the province.
Everyone can participate in the Pick Ontario Freshness
strategy - from the restaurant industry to agri-food producers, grocery
stores and consumers - we all have a role to play in selecting and promoting
The strategy includes:
- A consumer awareness advertising campaign designed to increase
interest and demand for fresh, high-quality Ontario foods;
- An expansion of the Foodland
Ontario program to include deli, fresh meats, dairy, baked goods,
as well as fruits and vegetables, building to identify more products
in store and in farmers' markets;
- Boosting the Savour Ontario
dining program to promote Ontario foods in fine and vacation dining
establishments, presented in conjunction with the Ministry of Tourism
and the Ontario Tourism and Marketing Corporation.
- Developing economic opportunities through the Ontario Market Investment
Fund (OMIF), a four-year, $12 million provincial initiative to promote
consumer awareness of Ontario-produced foods and encourage Ontarians
to buy locally. OMIF will foster partnerships and collaboration for
the promotion of Ontario foods through trade events, marketing campaigns
and industry research initiatives.
Pick Ontario Freshness is designed as an umbrella campaign
that drives consumer demand and interest in ALL Ontario food promotions.
Examples include Ontario
Corn-Fed Beef, Savour Muskoka
and Homegrown Ontario Meats.
Research Driven Approach
Gaining consumer insights into purchase decision making
has been a cornerstone of the Pick Ontario Freshness strategy. We examined
the opportunities and challenges in the branding of Ontario foods in
both retail and foodservice settings, to better understand how Ontario
consumers select food and the role point of origin plays in the purchase
Research findings are drawn from:
In-store shopper walks and in-restaurant interviews
contributed insights reflected in the quantitative survey.
Internet survey of over 1500 principal grocery
shoppers and dining decision-makers regarding key factors considered
in selecting food, the role of point of origin in selecting food
and specific reasons for purchasing Ontario foods.
Series of forums with industry representatives to
obtain their feedback on the research results and their recommendations
regarding next steps.
In-Store Consumer Research
Reasons for buying Ontario produced or processed foods include:
- Support for Ontario farmers (63%)
- Support economy and businesses (63%)
- Freshness of the food (49%)
- Foodland Ontario logo recognized by 84% of respondents in quantitative
- Foodland Ontario identified as the best in-store brand for any retail
In- Restaurant Consumer Research
Most important consideration when selection a menu item:
Quality of Food/Freshness/Cleanliness (17%)
When dining out 25% demonstrated a preference for
local foods; however, when on vacation the preference for local foods
increased to 64%.
In fine/vacation dining, Ontario identifiers on menu
(Ontario, regional or farm specific) did show positive impacts with
Typically, consumers were more likely to select items
when they were identified as from Ontario.
The number one reason for interest in Ontario references
on menu was freshness of food (33%).
Pick Ontario Freshness Consumer Advertising and Promotion
Comprehensive television placement is fundamental to the Pick Ontario
Freshness strategy. Significant investments in coverage ensures that
consumers throughout the province are encouraged to have an emotive
response to the "Good Things Grow in Ontario" jingle. Through
October, 2007, 90 per cent of our target market - principal grocery
shoppers - have seen our commercials an average of 24 times.
TV pulls consumers to look for and purchase Ontario foods
both in-store and in restaurant. A series of three commercials spots
commenced in June 2007.
Farmers' markets in Ontario:
Harvest Ontario has a listing
and details on farmer's markets
in the province.
Fruits and vegetables in season:
Harvest Ontario's "What's
In Season" and Foodland Ontario's "Availability
Guide" provide information on what fruits and vegetables are