AgriMarketing[R] 22ND Annual CAMA Awards presentation.
JOHN MORRISS NAMED CAMA AGRI-MARKETER OF THE YEARThree years ago the Farmers' Independent Weekly didn't exist. Today it is a media force to be reckoned with in Western Canada due to the leadership and entrepreneurial spirit of John Morriss, the 2005 CAMA Agri-Marketer of the Year.
Morriss spent most of his career in agricultural journalism and communications, including two years as field editor of Grainews, 12 years with the Canadian Wheat Board where he rose to the position of director of communications, 12 years as publisher and editor of the Manitoba Co-operator and three years as publisher and editor of the Farmers' Independent Weekly (FIW).
After being let go by Manitoba Co-operator as a result of downsizing, Morriss and five other staffers 2took control of the situation by launching the Farmers" Independent Weekly in June 2002. With a mission to provide information to Manitoba farmers and gain their trust and confidence, the fledgling newspaper relied on Morriss' publishing experience, his reputation in the industry and his boundless energy to get the FIW off the ground.
Focusing on a niche market--Manitoba farmers--the FIW staff took a gamble that the industry was looking for ways to connect with this market, and both farmers and advertisers would support a publication that focused on high standards of editorial quality and journalistic excellence.
An article in the Winnipeg Free Press states that as FIW celebrated its third year of business in 2005, it also experienced a substantial profit, although this journey is about more than money.
LEAPS OF FAITH
This journey began by taking a chance and rallying loyal people around a common goal. Morriss leveraged the relationships he had forged during his 20-plus years in agriculture to build a foundation for FIW. His good relationships with employees, advertisers, readers and suppliers paid dividends during this new chapter. For example, Morriss convinced former colleagues to buy into a new company and defer their wages until the company had success, including two former production staffers. Morriss' high standard of business ethics motivates colleagues to willingly give their loyalty and respect.
He also was instrumental in convincing national advertising consultant James Shaw that based on past working relationships he should take a leap of faith to work with FIW. Many advertisers were willing to take a chance on the new publication based on prior relationships and the potential for editorial quality.
In addition, the Farmers' Independent Weekly had the backing of a printer who knew the publication had no income but was willing to commit to a printing contract based on his past dealings with the staff--an unusual endorsement in any industry.
Not only did the publication have the backing of many staffers, advertisers and suppliers, but it also managed to gain the attention of 1,000 Manitoba farmers who signed up for an FIW subscription before they even saw an issue, based on the proven track record of Morriss and his staff.
In the Winnipeg Free Press article, Ian Forrester, who farms near Letellier, Manitoba, says, "I think many people don't realize how important independence is to us. (FIW) writers have strong ag backgrounds and are unbiased, or at least less biased."
It is the independent spirit of Manitoba farmers that Morriss and his staff have embraced. "We're entrepreneurs, like farmers," Morriss says in the Free Press. "They're independent business people. Now we've started our own business too."
A RESPECTED LEADER
In starting a publication from scratch, Morriss and the FIW team overcame huge challenges on all fronts and used innovative ability to develop and then maintain production consistency, stretch limited financial resources, operate a virtual office and maintain good morale during a highly stressful time.
In addition, Manitoba farmer readers know they can trust Morriss for insightful, relevant information that helps them farm. Advertisers trust him to provide a highly credible publication for their message. His staff and business colleagues turn to him for consistent leadership.
John Morriss is widely respected as a voice of reason, critical analysis and balanced commentary. His commitment to agriculture spans his career. His contribution is that of a thoughtful, caring observer--one who isn't afraid to offend if the truth he speaks will contribute to a higher good.
BEST OF SHOW--Campaign
ADVERTISER: Syngenta Crop Protection Canada, Inc.
AGENCY: Adculture Group Inc.
PRODUCT: Helix
PURPOSE: To retain the 80 percent brand awareness that the Helix brands enjoyed in the previous year.
AUDIENCE: Western Canadian canola growers
SPONSOR: BASF Canada
WINNER OF THE "TOTAL CAMPAIGN OVER $500,000" CATEGORY.
CERTIFICATE OF MERIT: Monsanto Canada Inc./Osborn & Barr Canada (Roundup WeatherMAX herbicide).
SPONSOR: Hyland Seeds--Thompsons
Best of Show--Consumer Directed
ADVERTISER: Horse Racing Alberta
AGENCY: Ogilvy & Mather
PRODUCT: Horse Racing
PURPOSE: To position horse racing as entertainment.
AUDIENCE: 18-34 year old Albertans
SPONSOR: Stratus Agri-Marketing
WINNER OF THE "CONSUMER DIRECTED CAMPAIGN--SALES SUPPORT MATERIALS" CATEGORY.
CERTIFICATE OF MERIT: Ontario Sheep Marketing/MacGregor MCI (Ontario Lamb).
SPONSOR: Adculture Group Inc.
Best of Show--Public Relations
ADVERTISER: Farm Credit Canada
AGENCY: In-house
PRODUCT: "What you need to know about agriculture but were afraid to ask" brochure
PURPOSE: To give FCC staff without a lending or farming background the opportunity to learn about agriculture.
AUDIENCE: FCC staff
SPONSOR: AdFarm
WINNER OF THE "EDUCATIONAL MATERIALS - PRINT" CATEGORY.
CERTIFICATE OF MERIT: (tie) Syngenta Crop Protection Canada, Inc./Adculture Group Inc. (Dividend XL RTA and Apron Maxx RTA); Syngenta Crop Protection Canada, Inc./Adculture Group Inc. (Horizon).
SPONSOR: Bayer CropScience Inc.
Best of Show--Advertising
ADVERTISER: Syngenta Crop Protection Canada, Inc.
AGENCY: Adculture Group Inc.
PRODUCT: Helix
PURPOSE: To maintain high share of voice, market share of 70 percent and brand awareness of more than 80 percent in the face of a new competitor entering the market.
AUDIENCE: Canola growers in Western Canada
SPONSOR: The Western Producer
WINNER OF THE "TELEVISION ADVERTISEMENTS" CATEGORY.
CERTIFICATE OF MERIT: Syngenta Crop Protection Canada, Inc./Adculture Group Inc. (Touchdown iQ).
SPONSOR: Ouarry Integrated Communications
TOTAL CAMPAIGN-$75,000 or Less
ADVERTISER: Bioniche Animal Health Canada Inc.
AGENCY: MacGregor MCI
PRODUCT: Pregnecol & Lutropin
PURPOSE: To create awareness of a new procedure to synchronize ovulation in sows and hence facilitate more convenient and efficient breeding.
AUDIENCE: Swine producers involved with breeding
CERTIFICATE OF MERIT: Farm Credit Canada/In-house (Drive Away Hunger Tour)
SPONSOR: Nufarm Agriculture Inc.
TOTAL CAMPAIGN--$200,000-$500,000
ADVERTISER: Cargill Specialty Canola Oils
AGENCY: Adculture Group Inc.
PRODUCT: Cargill Specialty Canola Oils
PURPOSE: Increase awareness/promote the Cargill Specialty Canola Oils 2005 program/offer among existing, lapsed and potential new customers.
AUDIENCE: Canola growers in Western Canada
CERTIFICATE OF MERIT: Monsanto Canada Inc./Osborn & Barr Canada (Roundup Ready Canola)
SPONSOR: Agricore United
TOTAL CAMPAIGN--$75,000-$200,000
ADVERTISER: Bayer CropScience
AGENCY: AdFarm
PRODUCT: REASON Fungicide
PURPOSE: Launch REASON fungicide into a very crowded potato fungicide market. Create awareness and understanding of unique benefits.
AUDIENCE: Potato growers across Canada
CERTIFICATE OF MERIT: Dow AgroSciences Canada/AdFarm (Range & Pasture Campaign)
SPONSOR: Syngenta Crop Protection Canada, Inc.
PRINT ADVERTISEMENTS--Four Colour, Page
ADVERTISER: BASF
AGENCY: Quarry Integrated Communications
PRODUCT: CLEARFIELD Wheat
PURPOSE: To launch the first herbicide tolerant wheat system and get growers looking at wheat in a different way.
AUDIENCE: Western Canadian growers
CERTIFICATE OF MERIT: Bayer CropScience Inc./ AdFarm (Raxil)
SPONSOR: Top Crop Manager (Annex Publishing & Printing Inc.)
PRINT ADVERTISEMENTS--Four Colour, Less than Page
ADVERTISER: SeCan
AGENCY: AdFarm
PRODUCT: CDC Copeland MaltBarley
PURPOSE: To profile the value-added potential of CDC Copeland malt barley.
AUDIENCE: Large, malt barley producers across Western Canada
CERTIFICATE OF MERIT: Syngenta Crop Protection Canada, Inc./Adculture Group Inc. (Target and Horizon)
SPONSOR: Annex Publishing and Printing Inc., Ag Group
PRINT ADVERTISEMENTS--Series, Four Colour
ADVERTISER: Bayer CropScience
AGENCY: AdFarm
PRODUCT: Puma Virtual Pak
PURPOSE: To inform growers and retails about the complete Puma Virtual Pak lineup for 2005.
AUDIENCE: Cereal growers and crop protection retails across Western Canada
CERTIFICATE OF MERIT: Farm Credit Canada/ In-house (AgExpert Software)
SPONSOR: Better Farming Magazine
PRINT ADVERTISEMENTS--Multi-Page Units/Inserts
ADVERTISER: SeCan
AGENCY: AdFarm
PRODUCT: SeCan Seed Guide
PURPOSE: To profile and increase awareness of the SeCan product offering.
AUDIENCE: Manitoba crop farmers
CERTIFICATE OF MERIT: Arysta LifeScience/ Woodruff Sweitzer (EVEREST)
SPONSOR: L.A. Morris & Associates
PRINT ADVERTISEMENTS--Series, Less than Four Colour
ADVERTISER: Alberta Pork
AGENCY: Meristem/ Strut Creative
PRODUCT: Farm to Fork
PURPOSE: To challenge the core issues affecting growth of Alberta's hog industry by using actual pork producers as spokespeople.
AUDIENCE: Primary audience was rural communities across Alberta. Secondary audience was pork producers.
CERTIFICATE OF MERIT: United Farmers of Alberta/AdFarm (UFA Brand)
SPONSOR: Farmers' Independent Weekly
RADIO ADVERTISEMENTS
ADVERTISER: Arysta LifeScience
AGENCY: Woodruff Sweitzer PRODUCT: EVEREST
PURPOSE: To increase awareness in spring season of Everest's unique ability to be sprayed early in wheat and then control flush after flush of weeds. AUDIENCE: Western Canadian wheat producers
CERTIFICATE OF MERIT: Agricore United/ Adculture Group Inc. (Grain Marketing--IP Malting Barley Radio Single)
SPONSOR: Canadian Broadcast Sales
ELECTRONIC MEDIA--Outbound Electronic
ADVERTISER: Dow AgroSciences Canada
AGENCY: Growth Stage
PRODUCT: Nexera Canola
PURPOSE: A direct, "real-time" communication vehicle designed to support Nexera canola growers.
AUDIENCE: Growers who have committed to a Nexera canola contract in 2005
SPONSOR: TBA
ELECTRONIC MEDIA--Video on CD or DVD
ADVERTISER: Monsanto Canada Inc.
AGENCY: Osborn & Barr Canada
PRODUCT: Roundup WeatherMAX herbicide
PURPOSE: To show the advancements of Roundup herbicide over the past 30 years.
AUDIENCE: Business partners and growers
CERTIFICATE OF MERIT: Ontario Farm Animal Council/Timeline Communications (Spotlight on OFAC Video)
SPONSOR: Grainews
DIRECT MARKETING--Campaign
ADVERTISER: BASF
AGENCY: Quarry Integrated Communications
PRODUCT: MARKSMAN
PURPOSE: To remind growers bi-weekly of the benefits of MARKSMAN over the competition.
AUDIENCE: Eastern Canadian corn growers
CERTIFICATE OF MERIT: Arysta LifeScience/ Woodruff Sweitzer (EVEREST/Frontline/Attain/Curtail)
SPONSOR: TBA
DIRECT MARKETING--Single Piece
ADVERTISER: Cargill Specialty Canola Oils
AGENCY: Adculture Group Inc.
PRODUCT:. Cargill Specialty Canola Oils
PURPOSE: To promote the 2005 Cargill Specialty Canola Oils program with a call to action.
AUDIENCE: Canola growers in Western Canada
CERTIFICATE OF MERIT: Syngenta Crop Protection Canada, Inc./Adculture Group Inc. (Partner Program)
SPONSOR: Surge Communications
PRODUCT SALES--Series Literature
ADVERTISER: Hyland Seeds
AGENCY: MC Group of Companies
PRODUCT: Hyland Seed Guide
PURPOSE: Increase brand awareness of Hyland Seeds' entire portfolio.
AUDIENCE: Potential growers, current customers and farm dealers
CERTIFICATE OF MERIT: Monsanto Canada Inc./ Osborn & Barr Canada (VisionMAX Herbicide)
SPONSOR: Manitoba Co-operator
PRODUCT SALES--Single Piece Literature
ADVERTISER: Cargill Specialty Canola Oils
AGENCY: Adculture Group Inc.
PRODUCT: Cargill Specialty Canola Oils
PURPOSE: To promote and provide details of the 2005 Cargill Specialty Canola Oils program with a call to action.
AUDIENCE: Canola growers in Western Canada
CERTIFICATE OF MERIT: (tie) AgriBrands Purina Canada Inc./MacGregor MCI (Purina On-Farm Feed Solutions); Intervet Canada/Osborn & Barr Canada (Quadrisol 100)
SPONSOR: Pioneer Hi-Bred Limited
PRODUCT SALES--Electronic
ADVERTISER: Dow AgroSciences Canada
AGENCY: AdFarm
PRODUCT: Range & Pasture Campaign
PURPOSE: To increase the cattle producer's understanding of the economic benefits of producing more grass to increase cattle production and profits.
AUDIENCE: Western Canadian cattle producers, grass managers and influencers
SPONSOR: Country Guide
MERCHANDISING AIDS--Point of Purchase Materials
ADVERTISER: Syngenta Crop Protection Canada, Inc.
AGENCY: Adculture Group Inc. PRODUCT: Achieve Liquid
PURPOSE: To increase awareness of Achieve Liquid and to increase product inquiries at the Syngenta trade show booth.
AUDIENCE: Barley growers in Alberta, Manitoba and Saskatchewan
CERTIFICATE OF MERIT: Hyland Seeds/ MC Group of Companies (Winter Wheat)
SPONSOR: Heyday Communications Inc.
MERCHANDISING AIDS--Exhibits/Displays
ADVERTISER: Bioniche Animal Health Canada Inc.
AGENCY: MacGregor MCI
PRODUCT: Pregnecol & Lutropin
PURPOSE: To create awareness of a new procedure to synchronize ovulation in sows, and hence facilitate more convenient and efficient breeding.
AUDIENCE: Swine producers involved with breeding
CERTIFICATE OF MERIT: (tie) Monsanto Canada Inc./Osborn & Barr Canada (Roundup WeatherMAX herbicide); Pride Seeds/Osborn & Barr Canada (Pride Seeds)
SPONSOR: Canada's Outdoor Farm Show
MERCHANDISING AIDS--Premiums
ADVERTISER: Cargill Specialty Canola Oils
AGENCY: Adculture Group Inc.
PRODUCT: Cargill Specialty Canola Oils
PURPOSE: To demonstrate the high oleic canola oil value chain.
AUDIENCE: Canola growers in Western Canada and canola industry influencers
SPONSOR: Pem Brand Corporate Promotions/ Barker Marketing Inc.
OUTDOOR
ADVERTISER: Dow AgroSciences Canada
AGENCY: AdFarm
PRODUCT: Nexera Canola
PURPOSE: To fuel momentum to contract Nexera canola while making the connection between the grower and end result of healthy living.
AUDIENCE: Primary: consumer audience in rural markets across Western Canada. Secondary: Ag retailers across Western Canada.
CERTIFICATE OF MERIT: Syngenta Crop Protection Canada, Inc./Adculture Group Inc. (Horizon)
SPONSOR: TBA
MERCHANDISING AIDS--Contests
ADVERTISER: Syngenta Crop Protection Canada, Inc.
AGENCY: Adculture Group Inc. PRODUCT: Target
PURPOSE: To create interest and awareness of the Target brand and to drive home the message through a fun, unique, creative and memorable contest.
AUDIENCE: Large wheat growers in Western Canada SPONSOR: TBA
ADVERTISING FOR AGRIBUSINESS
ADVERTISER: AdFarm
AGENCY: In-house
PRODUCT: Corporate Re-branding
PURPOSE: Increase awareness of AdFarm's new brand identity and clearly communicate the agency's mission, vision and unique points-of-difference.
AUDIENCE: Decision-makers and influencers within current client base, prospect list, AdFarm employees, partners and suppliers
CERTIFICATE OF MERIT: (tie) George Morris Centre/AdFarm (Re-branding); Woodruff Sweitzer/In-house (Stampede Party Invitation)
SPONSOR: NK Brand, Syngenta Seeds
PUBLIC RELATIONS--Publicity
ADVERTISER: Syngenta Crop Protection Canada, Inc.
AGENCY: Adculture Group Inc.
PRODUCT: Kids and Carbs
PURPOSE: To increase awareness of the risk that dieting parents may be posing to their children by eliminating certain food groups, such as carbohydrates, from their diets.
AUDIENCE: Parents (especially those on low-carb diets), potato consumers and the media
CERTIFICATE OF MERIT: Farm Credit Canada/In-house (Drive Away Hunger)
SPONSOR: Arysta LifeScience Corporation
PUBLIC RELATIONS--Newsletters
ADVERTISER: CropLife Canada
AGENCY: BioScience Communications
PRODUCT: BIOCROP News
PURPOSE: To communicate the essence of biotechnology issues and trends from a CropLife industry perspective.
AUDIENCE: Farm association executives, farm media and government bureaucrats
SPONSOR: McCormick Company
PUBLIC RELATIONS--House Organs
ADVERTISER: Alberta Agriculture Funding Consortium
AGENCY: Issues Ink
PRODUCT: Reach & Discover
PURPOSE: To share the innovation, excitement and impact of Alberta's agricultural research and development on all aspects of life.
AUDIENCE: Media, universities, commodity groups, government, and international audiences
CERTIFICATE OF MERIT: Pioneer Hi-Bred Limited/McCormick Company (Pioneer Growing Point Magazine)
SPONSOR: TBA
PUBLIC RELATIONS--Issues Management
ADVERTISER: Bayer CropScience
AGENCY: AdFarm
PRODUCT: Corporate
PURPOSE: To help Prince Edward Island potato growers and the potato industry deal with non-farmers in their communities by providing training in crisis communications.
AUDIENCE: Potato growers and key influencers in Prince Edward Island
CERTIFICATE OF MERIT: Council For Biotechnology Information/BioScience Communications (Agricultural Biotechnology)
SPONSOR: TBA
PUBLIC RELATIONS--Corporate Brochures/ Annual Reports
ADVERTISER: Canadian Wheat Board
AGENCY: Deschenes-Regnier
PRODUCT: CWB Annual Report 2003-04
PURPOSE: To demonstrate corporate accountability and business transparency to all stakeholders of the farmer-controlled CWB.
AUDIENCE: Farmers, industry, government and financial institutions
CERTIFICATE OF MERIT: Ontario Egg Producers/ David Thorne Communications (Annual Report)
SPONSOR: TBA
PUBLIC RELATIONS--Corporate Image Campaign
ADVERTISER: Farm Credit Canada
AGENCY: In-house
PRODUCT: FCC AgriSpirit Fund
PURPOSE: To receive 200 online applications, to support 25 capital projects and to enhance 50 communities across the country.
AUDIENCE: External: Leaders and volunteers who live and work in rural Canadian communities. Internal: FCC employees.
CERTIFICATE OF MERIT: Farm Credit Canada/ In-house (Encore Employee Recognition Program)
SPONSOR: DuPont Canada
Consumer Directed Campaigns--Print
ADVERTISER: Dow AgroSciences Canada
AGENCY: AdFarm
PRODUCT: Nexera Canola
PURPOSE: Build awareness/ momentum among consumers that Canadian farmers are growing Nexera canola, which produces a trans fat free oil.
AUDIENCE: People conscious of quality foods, diet and health, plus industry stakeholders
CERTIFICATE OF MERIT: Manitoba Pork Council/The Studio of Wendy J., Inc. (Pick Pork "Excuses" Print Ads)
SPONSOR: Ontario Farmer Publications
CONSUMER DIRECTED CAMPAIGNS--Television/Radio
ADVERTISER: Dairy Farmers of Canada--Ontario
AGENCY: BBDO Toronto
PRODUCT: White Milk--Skaters
PURPOSE: To keep youth drinking milk as they move into adulthood by building a relationship that is based on a more relevant image of milk.
AUDIENCE: 13-24 year olds and medium/heavy milk drinkers with high per capita consumption
CERTIFICATE OF MERIT: (tie) Dairy Farmers of Canada--0ntario/Due North Communications (Chocolate Milk--"Brown Cow"); Horse Racing Alberta/0gilvy & Mather (Television PSA's)
SPONSOR: Osborn & Barr Canada
CONSUMER DIRECTED CAMPAIGNS--Educational Materials
ADVERTISER: Manitoba Egg Producers
AGENCY: The Studio of Wendy J., Inc.
PRODUCT: Egg Growth Chart
PURPOSE: To convey the message that eggs are important for the growth of children
AUDIENCE: Mothers ages 25-45 with children still under 5' tall
CERTIFICATE OF MERIT: Horse Racing Alberta/ Ogilvy & Mather (Horse Racing)
SPONSOR: Marketing Communication Group
CONSUMER DIRECTED CAMPAIGNS--Total Campaign
ADVERTISER: Dairy Farmers of Canada--Ontario
AGENCY: BBDO Toronto
PRODUCT: White Milk--Skaters Campaign
PURPOSE: To keep youth drinking milk as they move into adulthood by building a relationship that is based on a more relevant image of milk.
AUDIENCE: 13-24 year olds and medium/heavy milk drinkers with high per capita consumption
CERTIFICATE OF MERIT: Manitoba Pork Council/The Studio of Wendy J., Inc. (Pick Pork "Excuses" Campaign)
SPONSOR: BCG Communications
ADDITIONAL BEST OF CAMA WINNERS ADVERTISER AGENCY PRODUCT CERTIFICATE OF MERIT ADVERTISING PRODUCED IN CANADA FOR FOREIGN MARKETS Bayer CropScience AdFarm REASON Scream CD Farm Credit Canada/ In-house (Dutch Attraction Solos & Print Ads PURPOSE: To create awareness of the new REASON Fungicide in the potato market. AUDIENCE: U.S. potato growers in the Pacific Northwest, Upper Midwest and East SPONSOR: Horse Racing Alberta FRENCH LANGUAGE MARKETING--Print Advertisements Bioniche Animal MacGregor MCI Pregnecol & Lutropin Farm Credit Health Canada Canada/ Inc. In-house (AgExpert Software PURPOSE: To create awareness of a new procedure to synchronize ovulation in sows, and hence facilitate more convenient and efficient breeding. AUDIENCE: Swine producers involved with breeding SPONSOR: Le Bulletin des agriculteurs FRENCH LANGUAGE MARKETING--Sales Support Materials Monsanto Canada Osborn & Barr Roundup WeatherMAX Farm Credit Inc. Canada herbicide Canada/ In-house (AgExpert Field Manager Brochure) PURPOSE: To launch Roundup WeatherMAX in Eastern Canada. AUDIENCE: Growers and retailers SPONSOR: La Terre de chez nous FRENCH LANGUAGE MARKETING--Public Relations Farm Credit In-house Internal Newsletter Farm Credit Canada Canada/ In-house (FCC 2004-05 Annual Report) PURPOSE: To increase FCC employees' sense of belonging and awareness of business activities Canada-wide. AUDIENCE: FCC's 1,100+ employees SPONSOR: Farm Credit Canada PUBLIC RELATIONS--Association Publications La Federation des In-house Le Producteur La producteurs de de lait Quebecois Federation lait du Quebec des producteurs de porcs du Quebec, In-house (Porc Quebec) PURPLE: Provide dairy producers with industry specific information on current events, herd health, genetics, equipment and farm management, as well as updates from the federation. AUDIENCE: Quebec dairy producers and related industry professionals. SPONSOR: Syngenta Crop Protection Canada, Inc. PUBLIC RELATIONS--Special Events Council for BioScience Agricultural Farm Credit Biotechnology Communi- Biotechnology Canada/ Information cations In-house (Drive Away Hunger Tour PURPOSE: To offer background information to food editors on current status of GM crops in Canada. AUDIENCE: Canada consumers SPONSOR: Philom Bios Inc. EDUCATIONAL MATERIALS--Electronic/Ag Programming AGVISION TV Inc. In-house The Cost of Manitoba Doing Nothing Canola Growers Association/ BCG Communi- cations (Canola Commodity Challenge PURPOSE: To examine the cost if the Canadian farm community does not communicate more effectively with the public. AUDIENCE: Primary producers in ON, MB, SK and AB SPONSOR: Bayer CropScience Inc. CONSUMER DIRECTED CAMPAIGNS--Websites Dairy Farmers of BBDO Toronto White Milk--Skaters Canada--Ontario Web site PURPOSE: To encourage the target group to interact with milk advertising in a non-traditional way. AUDIENCE: 13-24 year olds and medium/heavy milk drinkers with high per capita consumption SPONSOR--Ontario AgRadio Network
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| Title Annotation: | CHANGE IS ALIVE IN 2005 |
|---|---|
| Comment: | AgriMarketing[R] 22ND Annual CAMA Awards presentation.(CHANGE IS ALIVE IN 2005) |
| Publication: | Agri Marketing |
| Geographic Code: | 1CANA |
| Date: | Jan 1, 2006 |
| Words: | 3169 |
| Previous Article: | The Canadian commodity and profit landscape. |
| Next Article: | Osborn & Barr. |
| Topics: | |