Hello Canola campaign begins
By Derek Winkler
The Winnipeg-based National Canola Marketing Program has begun a new campaign called “Hello Canola” intended to increase consumer awareness of the importance of canola farming. The campaign consists of a video, a website at <http://www.hellocanola.ca>, digital advertising and social media activities. The creative features a spokescharacter called Canadian Canola. The initiave was developed by FleishmanHillard HighRoad. The National Canola Marketing Program represents canola farmers in Alberta, Saskatchewan and Manitoba.
“Canola is a true made-in-Canada success story that we couldn’t be more excited to tell,” said Jennifer Dyck, co-lead of the program. “With our ‘Hello Canola’ campaign, we want to showcase the important role canola plays in Canadians’ daily lives and the various uses and applications it has in the kitchen and beyond. When thinking about how we could share all these amazing canola facts, the idea of bringing the crop to life as a lovable Canadian Canola character felt like the perfect fit. After all, what’s more Canadian than canola? It should be held in the same high regard as other national icons like the moose and maple syrup.”