Canadian PorkBranding Strategy Update

Anita IvanauskasMay 6, 2010

AgendaAgenda•Pork Marketing Canada

•National Branding Campaign

•Regional versus National Brandingg g

•OpportunitiesOpportunities

Evolution of Pork Marketing Canada (PMC)

• Provincial producer associations formed alliancealliance

• Voluntary financial contributions• Embarked on national marketing efforts

2007/2008

• Governance & structure recommendations made

• Equitable financial contributions requested

2009requested

• National Pork Roundtable and CPC ki g t lidif ti l f di g 2010 working to solidify national funding

commitment2010

Canadian Pork IndustryCanadian Pork Industry

•Canadian Pork Council - National industry yassociation

•Canada Pork International Responsible •Canada Pork International – Responsible for export marketing

P k M k ti C d •Pork Marketing Canada – Responsible for domestic marketing program including national consumer and trade campaigns consumer and trade campaigns

Marketing Vision for Canadian Pork Industry

Canada Pork Pork Canada Pork International

Export

Marketing CanadaD ti Export

marketing division

Domestic marketing

division

StatusStatus• April – AAFC hosted a Roundtable meeting to

gauge support from CMC membersgauge support from CMC members• June – The CPC national promotion committee is

holding a meeting to confirm financial holding a meeting to confirm financial commitment from the provincial producer associations

• Provincial Marketing Associations continue to work together on national efforts, as an allianceg ,

Industry CommitmentIndustry CommitmentNeed a national marketing organization…

• Provincial Pork Marketing Boards• Canadian Pork Council• National Pork Value Chain Roundtable• CMC Members• Agriculture and Agri-Food Canada (AAFC)• Beef Information CentreBeef Information Centre• Customers – retailers & foodservice operators

2007

Pork prices dropping US imports risingUS imports rising

Dollar was at all time high

‘Choose Canadian’ Campaignp g…result of industry meeting

Launched in 2008

Intended as a short term solutionIntended as a short term solution

F di g id d i t b AAFC Funding was provided in part by AAFC through the AAC’s CanAdvance Program

Choose Canadian CampaignChoose Canadian Campaign

Goal – to educate and encourage existing pork consumers, processors, retailers and foodservice operators to look for and purchase Canadian Pork

‘Choose Canadian’ Marketing Tactics

• Label development

• Magazine Advertising

• Media Relations campaign

Television Spot

Results of Consumer Awareness Campaign

• 37% of target market recalled seeing at least

one element of the campaignone element of the campaign

• TV campaign – most successful element

• Almost 1.4 million consumers were reached

through the media relations campaign

Results of Trade CampaignResults of Trade Campaign• Limited National Brand support of label - Maple

Leaf and MarcangeloLeaf and Marcangelo• Many smaller processors and retailers use the

label on their productlabel on their product• Good support at retail in the West• Little support at retail in the East• Little support at retail in the East

Continuing Efforts…2009/2010Continuing Efforts…2009/2010

Trade Health Care Consumer Trade Communication

Health Care Communication

Consumer Communication

A f l i l dA few examples include…

TradeTrade• Foodservice

Sysco Butcher Block chops– Sysco Butcher Block chops

• Retail– Sobeys, Safeway, Superstore, Sunterra

• National Brands– Metro sausage, Wal-Mart sausage

Health CareTarget – 6000 dietitians

• Canadian Journal of Dietetic Canadian Journal of Dietetic Practice and Research,

• Full colour educational poster p

ConsumerConsumer• Consumer Support

– TV spot aired during Olympics to 4.1 million– Website www.putporkonyourfork.com– Micro-site www.porkfits.com– Recipe brochuresp

• E-Newsletter

National

Vs.Vs.

R gi l B di gRegional Branding

National BrandingNational Branding

Consolidation

at Retail and in pork

processing p g

National ACV76% of Grocery Purchases

A.C. Neilson, 2007 & 2009

Regional BrandingRegional Branding• Regional Branding

– Point of differentiation for smaller chains,

butcher shops, farmers markets

– in Ontario – Foodland Ontario is an in Ontario Foodland Ontario is an

established 30 year old brand

– Quebec – many pork processors

State of the Industry Today

• Provincial marketing efforts are floundering

• Pork prices paid to producers still too low

• Many producers are exiting the business

• Dollar at parity

• U S Pork imports continue to rise• U.S. Pork imports continue to rise

U.S. Pork Imports Continue To RiseU.S. Pork Imports Continue To Rise

Statistics Canada, 2009

2010

Opportunitiespp

Marketing Opportunities• A National Marketing Organization

• Canadian Brand Strategy

• Younger generation

• How to cook pork• How to cook pork

• Growing ethnic population – AsianGrowing ethnic population Asian

Pork Opportunities• Better tasting pork – ‘AAA Pork’

• Smaller hogs

C i t t g d lit d t • Consistent good quality product

•Differentiate from U S product–Differentiate from U.S. productoffer something other than low price!

Questions?Quest o s