CANFOR BEGINS BRAND CAMPAIGN
By Adnews Staff
Vancouver-based softwood lumber producer Canfor has begun a new branding campaign. Created by Grey Worldwide Northwest, also of Vancouver, the campaign first ran in North Carolina last fall. According to Canfor, its products are primarily exported to the U.S., Europe and the Far East. The campaign broke in Vancouver last week with radio and outdoor advertising. Three 30-second radio ads are included in the campaign. Each presents a Canfor employee discussing how skill, experience and technology contribute to the production of higher quality lumber. The outdoor creative displays the headline "A higher level of lumber" with the image of a level inside a piece of lumber. Tim Mosley, brand manager for Canfor Woods Product Marketing, said the company's goal is to change the way lumber purchasers think about the products they buy. The campaign will run for a month.