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CPMA Convention and Trade ShowMay 9 - 11, 2007
Foodland Ontario
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AgendaAgenda
Program overview
Focus and impact
Future directions
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Program Profile Program Profile • Consumer marketing program dedicated to greater
revenues and market share for fresh Ontario produce
• Generates economic activity by:Positively influencing consumer-buying behaviourEnhancing Foodland Ontario’s brand image Maintaining strong retail partnership support
• Program launched in 1977 – 2007 is our 30th
Anniversary
• Vision: The fresh produce household brand name that Ontario consumers look to with pride and trust
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Program StrategyProgram Strategy• Employs “push/pull” consumer marketing strategy to:
Identify fresh Ontario fruits and vegetables in storesPositively influence consumer intention to purchase at store levelBuild brand equity by providing value-added brand advice – “friend in the kitchen”
• Consumer brand image evolution – more than point of origin identifier
• Program is consumer and retail research driven
• Consumer branding approach builds loyalty to and trust in Ontario-grown produce
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Program BenefitsProgram Benefits• For Ontario consumers:
Provides recognizable brand name and symbol to identify fresh Ontario fruits and vegetablesOffers helpful advice (handling, storage and usage)
• For Ontario growers:Provides brand leverage with retailers vs. in-season importsProvides marketing direction
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Program BenefitsProgram Benefits
• For Ontario Retailers:Provides value added in-store promotions to drive Ontario produce sales
• For Ontario:Develops positive domestic economic activity through stimulation of domestic produce sales
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Program StrengthsProgram Strengths• Strong retail sector partnership• Support driven by response to consumer demand • Program ranked #1 by retailers versus competing
jurisdictions• Helps grower revenues – grocery flyer and slotting
benefits • In-store product leverage for Ontario producers• Very strong producer group support• Direct field-to-fork link with consumer
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Brand Marketing: Retailer PushBrand Marketing: Retailer Push
• Push: Getting consumers to make the right buying decisions in-store
• Consumers make 70% of their key produce purchase decisions in-store
• The Foodland Ontario Brand gives growers strong leverage with Ontario’s produce retailers (1200+)
• Includes:Point-of-purchase materials
Retail contests / retailer awards
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Product PackagingProduct Packaging
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Point-of-sale materialsPoint-of-sale materials
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FlyersFlyers
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Recipe Brochures & CalendarRecipe Brochures & Calendar
Over 550,000 copies distributed in November 2006
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Retail Contests & Retailer AwardsRetail Contests & Retailer Awards
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Brand Marketing: Consumer PullBrand Marketing: Consumer Pull
• Pull: Positively influencing consumer intention to purchase Ontario-grown produce
• Includes:Public relationsAdvertising (TV, Radio, Billboards)Foodland and grower promotionsOther brand promotions
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Public RelationsPublic Relations
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TV AdvertisingTV Advertising
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Key Performance MeasuresKey Performance Measures• Strong symbol recognition at 95%
• 86% who recognize symbol associate it with fresh Ontario produce
• Propensity to purchase at 87%
• 87% believe the program is worthwhile for government
• Earned media valued at $10.8M in 2006
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Symbol RecognitionSymbol Recognition
89%83%
90% 92%84%
92% 90% 87% 87% 88% 86%95%
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006
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Propensity to PurchasePropensity to Purchase
13% 17% 19% 21%13%
27%29% 32% 30%
33%
33%
56% 52% 51% 50% 45%54%
18%
2001 2002 2003 2004 2005 2006
Definitelywill buy
Probablywill buy
Might ormight notbuy
Probablywill not buy
83% 81% 83% 80% 78% 87%
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Earned Media Value ($’000)Earned Media Value ($’000)
0100020003000400050006000700080009000
100001100012000
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
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Future DirectionsFuture Directions
• Recently announced branding and marketing of Ontario foods strategy
• Objective: to raise consumer awareness of and demand for the variety of fresh, high-quality Ontario foods
• Involves:Foodland Ontario extension into other fresh areas of grocery store: meat, deli, dairy and baked goodsEnhancing the Savour Ontario foodservice brand
• Public awareness campaign in development
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