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New campaign promotes Quebec food producers

The Ministère de l’Agriculture, des Pêcheries et de l’Alimentation du Québec has begun a multimedia campaign intended to promote the consumption of locally-grown food in that province. The campaign was developed by Allard Johnson Communications of Montreal. This is the second year the agency has handled this assignment. The campaign includes a 30-second television commercial in which a farmer, a fisher, a baker, a grocery clerk and a consumer trace the trip a meal makes from its sources to a kitchen table. It also includes two print ads, sponsorships and a product integration program in association with several cooking programs and magazines. English-language radio advertising is also in use. An online component is in development.

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