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AgriMarketing[R] 22ND Annual CAMA Awards presentation.

JOHN MORRISS NAMED CAMA AGRI-MARKETER OF THE YEAR

Three 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
COPYRIGHT 2006 Doane Information Service
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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.
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