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.
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:
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:
New Farm results include: