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Canola Council of Canada

With 279,311 organic impressions in just two weeks, we showed Canadians how they and Canola are working together.

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Challenge

Highlighting the impact of the canola industry on communities across Canada.

The Canola Council of Canada stands to benefit from new trade rules that would allow the Canadian industry to expand into new markets. This is good news for Canadian canola farmers, but most people don’t think of these hard-working people when they think of the canola industry. Jackpine brought the focus back to the human touch, and to the farmers, and producers behind canola production.

Solution

Meet the faces of Canadian canola.

"This is Canola Country" highlights the people who make up Canada’s canola industry and the impact of the industry in communities across Canada. We interviewed farmers, seed developers, workers, and families from across Canada to show the economic impact of the canola industry at a human level.

Our Canola Country campaign and microsite generated over 4,000 page views after just one week.

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Details

Projects: This is Canola Country

Year: 2015

Deliverable: Website, Video, Interactive Map, Strategy, Public Affairs Campaign

Creative Counsel: Putting a human face on an entire industry.

Website: canolacountry.ca

The economic impacts of an industry do not resonate as strongly with an audience as they do when they get to know the people behind the industry. We let the people of Canola Country do the talking; no one can tell the story of canola better than the producers themselves. This personalized approach resulted in a very powerful portrayal video, and a web and social media campaign project that was featured by Strategy magazine in the late summer of 2015.