For Release: September 20, 2005
New Foodland Ontario Television Campaign Supports
Farm And Rural Communities
Ads To Boost Produce Sales and Farmers' Incomes, Promote Ontario Freshness
LISTOWEL - The Ontario government is building economic prosperity
in rural Ontario with the launch of a new advertising campaign which encourages
consumers to Pick Ontario Freshness.
The new Foodland Ontario ads were launched by Ontario Premier Dalton
McGuinty and Agriculture, Food and Rural Affairs Minister Leona Dombrowsky
at the 2005 International Plowing Match and Rural Exposition.
"Ontario farmers make a tremendous contribution to our economy and
our rural communities," said Ontario Premier Dalton McGuinty. "Our
farmers grow the best food in the world and I want people to know it."
"Our government knows that a strong agri-food sector is key to Ontario's
prosperity," said Dombrowksy. "If we all buy Ontario, everybody
wins, because we're also supporting our farmers and our rural economy
and consumers are getting the freshest produce."
The spots are part of a series that will begin airing on October 5, 2005.
Several fresh commodities will be profiled along with consumer tips on
proper handling and storage. This campaign will run until November 6,
2005. Another campaign is scheduled to begin airing in February 2006.
Market research studies have consistently shown that more than 80 per
cent of targeted consumers recognize the Foodland Ontario symbol, are
likely to buy Ontario fresh produce and approve of the Foodland Ontario
program.
"The Ontario fruit and vegetable industry is made up of more than
125 different commodities with a total farm gate value in excess of $1
billion," Art Smith, CEO of the Ontario Fruit and Vegetable Growers'
Association said. "Foodland Ontario provides an essential service
to the industry with its highly recognized and highly regarded program."
Foodland Ontario is a consumer marketing program aimed at increasing
sales and profit margins for fresh Ontario fruits and vegetables using
a multi-media strategy and in-store promotions. Staff work closely with
retailers and industry groups on the program.
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Contact:
Kelly Synnott
Minister's Office
(416) 326-6439
BACKGROUNDER
FOODLAND ONTARIO PROGRAM
Founded in 1977, Foodland Ontario is a consumer branding program of the
Ontario Ministry of Agriculture, Food and Rural Affairs. Today, Foodland
Ontario works with Ontario produce growers and retailers to encourage
the province's grocery shoppers to buy Ontario grown fresh fruits and
vegetables. One of the main objectives of the program is to maintain consumer
intent to purchase Ontario produce at more than 80 per cent, helping Ontario
growers maximize their market share.
Foodland Ontario has five program components: consumer advertising, retail
marketing, public relations, client liaison and market research.
- Foodland's current television commercials were first introduced in
1999. They reinforced the advantages of buying fresh, high quality,
Ontario-grown produce with a new theme, "Invite Ontario home for
dinner." The themes have evolved over the years, and, in 2005,
the new theme emphasizes how fresh Ontario fruits and vegetables are,
as well as consumer tips on storage and handling.
- Retail marketing identifies and promotes Ontario foods in 1,200 grocery
stores through point-of-purchase material and in-store promotions in
partnership with Ontario retailers. Thanks to retailer support, food
stores continue to be the main source of awareness of the Foodland Ontario
symbol. An annual retailer awards program recognizes the contributions
of retailers to the program.
- Public relations encourages media support for Ontario-grown food products
by developing and distributing media releases, newsletters and broadcast
appearances. Consumer publications and other promotional activities
are also developed to support Ontario food products.
- In client liaison, Foodland Ontario works closely with commodity groups
and associations to share information that helps them develop their
own marketing efforts, encourages co-operation and participation in
specific promotional activities and promotes their use of the Foodland
symbol.
- Market research is the foundation of the strategic approach. Periodic
consumer behavioral studies provide program direction and identify opportunities
for advertising and promotional efforts. An advertising tracking study
has been conducted annually to measure the success of the program. Results
from studies since 2000 show that more than 80 per cent of targeted
consumers recognize the Foodland Ontario symbol, more than 80 per cent
have a propensity to buy Ontario and more than 80 per cent approve of
the Foodland Ontario Program.
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Contact:
Andy Rankine
Manager, Foodland Ontario
(519) 826-3934
