NATURALLY FRESH

Name: Agence Substance
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A fresh campaign for Producteurs en serres du Québec that everyone will add to cart

Creative platform Content creation Influencer marketing Performance reporting and metrics Copywriting Media planning and strategy Campaign creation, management and optimization Tracking set-up Hors ligne : Radio, TV, Affichage Digital : Social, Programmatic, SEM 360 campaign

The Producteurs en serre du Québec (Quebec greenhouse fruits and vegetables sector) came together for the first time to promote its products across the province of Quebec.

MANDATE

Our aim was to develop an awareness campaign promoting Quebec's greenhouse fruits and vegetables, encouraging Quebecers to enjoy this bounty all year long. Our main goals were to showcase the unique advantages of Quebec greenhouse produce and help these products stand out among competitors in the produce aisle. This initiative united Productions Horticoles Demers, Herbes Gourmandes, Serres Royales, Toundra Greenhouse, Excel Serres and Hydroserre and was launched in partnership with Aliments du Québec, Hydro-Quebec, Industrie Harnois and Desjardins Business. These local businesses doubled their efforts to contribute to Quebec’s food self-sufficiency by increasing production of greenhouse fruits and vegetables.

"Our goal with the 360 media approach is to promote a quick understanding of the campaign to facilitate conversion at the point of sale, ahead of major POP initiatives. We also needed to place the producers and partners of this initiative at the heart of our messaging. Our "Serre-toi!" messaging helped us reach both consumers and participating retailers."

OUR APPROACH

Through this well-crafted campaign, we aimed to convey a clear message: thanks to Quebec greenhouse fruits and vegetables producers, we have access to quality produce all year long. In this integrated campaign, digital and traditional media work in harmony. Along with point-of-purchase (POP) advertising, the campaign was featured on television, in La Presse and La Presse+, on web banners, and across social media on platforms like Facebook and Instagram. The campaign is based on a catchphrase that is striking in its simplicity: Quebec greenhouse fruits and vegetables. Naturally fresh.