Agriculture and Agri-Food Canada (AAFC)

Challenge

The Canada Brand portal was created in 2006 to support the promotional efforts of Canadian food producers in the international market. This common strategy and set of tools were aimed at raising the profile of Canadian food producers and differentiating Canada from other competing food-supplying countries such as Australia, New Zealand, and Norway. The strategy and its elements were developed in collaboration with the industry and government. At its peak, over 700 Canadian agri-food businesses and associations across all sectors were using Canada Brand to enhance their promotions. Over the years, Canada Brand has faded as funding was reduced and active brand management waned. 

Recently, an initiative was launched to reinvigorate the Canada Brand portal. Business operations and marketing practices have changed dramatically since 2006, so the brand tools needed a refresh, plus a hale and hearty pivot to today’s digital marketplace.

The Canada Brand of yesteryear leaned heavily on vague natural imagery meant to conjure the image of a pristine Canada. The ministry was clear that the directions to expand were: safety and sustainability; quality and trustworthiness; innovation; diversity; and high-end gourmet. Research has shown that international consumers consistently equate two food products with the maple leaf: salmon and maple syrup—a fine starting point to tap into with meat and seafood; bread; wine and other beverages; and condiments, to name a few. 

Solution

Our data-driven approach to the Canada Brand refresh has generated stunning digital assets and a complete 38-page Brand Style Guide. We modernized the core graphics, developed three logo concepts, and added four additional brand attributes that built on the original “Quality is in our nature.” We animated the core graphics and created GIFs and digital stickers. We produced a sweeping 60-second commercial-style, live-action video showcasing the gorgeousness of Canada: the Atlantic coast; mountain ranges; river valleys; hillside vineyards; summerscapes and winterscapes; the northern lights and food offerings bountiful and elevated. This was edited into six socially shareable vignettes incorporating the brand attributes of quality, sustainability, innovation, diversity, and food as visual elements. 

Rounding out the Canada Brand refresh is a consumer-facing website that incorporates an e-commerce platform and anchors their social media presence.