Corporate Rebrand

Challenge

The Canadian Centre for Food Integrity (CCFI) was launched in Canada in June 2016 as a program of Farm & Food Care Canada. In April 2017, Farm & Food Care Canada transitioned to become the Canadian Centre for Food Integrity – a new and distinct organization with a clearly defined mission and mandate.

Kahntact worked with CCFI’s internal marketing team, its parent company, the U.S.-based Centre for Food Integrity and its US agency, LookEast, to create a new, unique brand identity. The main challenge was to differentiate from the existing Farm & Food Care brand, but stay in alignment with the US-based Centre for Food Integrity.

Solution

Kahntact developed a cohesive look and style for the Canadian entity. We also helped CCFI advance its Best Food Facts initiative, the highlight of which was a 13-week sponsored run in the Toronto Star and Metro News under the banner “The New Farm.” The series featured editorial content geared towards a consumer audience, augmented with Best Food Facts advertisements.

Key campaign components included:

• Print advertising
• Digital and social media executions
• Collateral – including a completely revamped annual report
• Public relations
• Media relations

Results

CCFI achieved numerous, significant milestones in its first year of development, including diverse leadership and financial investment from Canada`s food system.

Some of the Best Food Facts results include:

• 80,765 website visitors
• 552 Twitter followers
• 645 e-newsletter subscribers
• 12 Canadian experts added to the panel

New Farm results include:

• 3 million consumers reached weekly in print
• 21 weeks in seven urban centres across Canada.
• 10,000 – 20,000 views online every week
• 14 new Best Food Facts question & answer banners
• 21 audience opinion polls that generated 8,729 responses
• 5 full-page ads in Toronto Metro News