Awareness campaign for the Grain Growers of Québec

More than ever before, farmers are subject to enormous pressures, both economic and legal, social, and environmental. It is in this challenging context that the Grain Growers of Québec have chosen to launch an awareness campaign, aiming to draw the attention of the population to the importance of their role in society and shed light on everything grain growers do in terms of diversity and inclusion and their responsible farming practices.

To further highlight the role of grain producers in our society, a marketing action plan was developed around the Thanksgiving holiday, traditionally dedicated to celebrating the harvest.

The content created for this campaign was intended to emphasize the significant presence of women in the industry and inform citizens about the responsible practices adopted by grain growers to preserve the environment.

In a lively and sunny interview with Rachel Sauvé, a grain grower from the Montérégie region, the campaign was able to shed light on the vital role of women in the industry. Several video clips were extracted from this shoot, as well as a 30-second message to be broadcast on the airwaves. Additionally, several pieces of content were created to highlight the environmentally sustainable practices of grain growers.

The social media aspect of the campaign was deployed on the main social platforms of the Grain Growers of Québec, including Facebook, Instagram, and YouTube, with static content and videos.

The traditional aspect helped extend the campaign’s reach to new audiences, with two appearances on the popular morning show Salut Bonjour, co-branded content on the show’s digital properties and Journal de Montréal, significant editorial presence in magazines and newspapers, and rotation of the 30-second message on TVA airwaves, reaching over 2.5 million people in addition to the social media campaign.