Branding and MarketingOntario Foods

Domestic Marketing UnitBusiness Development Branch

Economic Development DivisionOntario Ministry of Agriculture, Food and Rural Affairs

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• Industry participants at the first Premier’s Agri-food Summit advocated for a branding and marketing strategy for Ontario food, and the 2005 Throne Speech made a specific commitment to developing the strategy.

• The 2007 provincial budget announcement included additional investments supporting the marketing of Ontario foods.

• These investments reflect the government’s objective of continuing to work with industry to increase consumer awareness of, and demandfor, the fresh, high quality, food produced in the province.

Background

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Marketing Research • Pick Ontario Freshness strategy is based on findings from extensive

consumer research conducted in 2006. • Examined opportunities and challenges in the branding of Ontario foods

in retail and foodservice settings, to better understand how Ontario consumers select food and the role point of origin plays in the purchase decision.

• Research findings are drawn from:– In-store shopper walks and in-restaurant interviews contributed

insights reflected in the quantitative survey.– Internet survey of over 1500 principal grocery shoppers and dining

decision-makers regarding key factors considered in selecting food, the role of point of origin in selecting food and specific reasons for purchasing Ontario foods.

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Importance of Factors in Food Purchase Decision

73%Freshness

60%Food is guaranteed

to be safe

43%Price

35%Nutritional value of

the food & fat content be clearly

indicated

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Reasons for buying Ontario foods

9 in 10 respondents say that buying Ontario food isimportant because:

It helps to support the Ontario economy and it helps to support Ontario farmers

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Reasons for buying Ontario foods

Freshness83% say that “food produced in Ontario is fresher than food

produced elsewhere and sold in Ontario”

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Reasons for buying Ontario foods

55% of Ontarians agree that: “Ontario food is generally safer than food produced in other countries”

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QualityAlmost all consumers are able to name one food or food groupat which they believe Ontario excels and has the best there is!

68% of consumers said they would buy Ontario food “because food producedin Ontario is better quality than food produced elsewhere”

Reasons for buying Ontario foods

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Willingness to pay more for Ontario food

65% of people are willing to pay

more for fresh Ontario dairy and egg products!

Over half (56%)of those are prepared to pay up to

5% more for Ontario dairy and egg products30% are willing to pay 6-10% more!

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Pick Ontario Freshness

Three key objectives:• To promote fresh, high quality food produced in the province, and

encourage Ontarians to buy it • To leverage greater buy-in from consumers and industry by promoting

the new Pick Ontario Freshness strategy in tandem with the 30th

anniversary of the highly successful Foodland Ontario program• To create a lasting impression – knowing about and buying fresh, high

quality Ontario food is good for consumers, our agri-food industry, our environment, and our rural communities

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Pick Ontario Freshness Strategy

• The Pick Ontario Freshness strategy:

– Reflects the government’s priority of Jobs and Prosperity– Links to the government’s

• Culinary Tourism Strategy• Healthy Eating & Active Living Strategy• Environment Strategy• Ontario foods procurement pilot• Foodland Ontario program

– Links to and supports various commodity and community (buy local) programs that encourage people to buy Ontario food products (e.g. Homegrown Meats)

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Benefits of Pick Ontario FreshnessPick OntarioFreshnessStrategy

“call to action”

Increased Consumer Awareness

IncreasedConsumerDemand

Retailers & Foodservice Demand

OntarioProducts

Consumer RecognitionOf OntarioProducts

Your Ontario Identifier

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Activities to Date- Pick Ontario Freshness

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Launch- June 21st Queen’s Park

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Television Advertising Results

Target Market: – Principle grocery shopper– Age 24 to 54

• Pick Ontario Freshness advertising ran from the middle of June until the end of December, it will run again in March

• We reached over 90% of our target market• Our target market saw the commercials over 24 times!

• Unaided and aided recall of the Foodland Ontario television advertising is at 88% up from 81% in 2006

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Television Advertising

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Summer Roadshow

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Summer Roadshow

Create a travelling road show that creates a welcoming area for families and provide educational and interactive fun while increasing awareness of the depth and breadth of fresh food available in Ontario

Results:• Pre-Buzz media coverage- 151,052• Total Audience reached- 453,156• Travelling billboard- total impressions- 400,000 people

Website:• 41,943 hits, with the average time spent on the site was 2 ½ minutes!• Over 270,000 page views!

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Grocery Innovations

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Grocery Innovations

Continue to build relationships with existing and new commodity groups while generating awareness of Pick Ontario Freshness strategy with key industry stakeholders.

• Results:• 15 commodity groups participated• 1000+ samples distributed daily• Access to over 550 retailers in attendance• Media interviews with CTV and Canadian Grocer

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Transit Advertising

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Radio Advertising

Environment

Restaurant

Variety

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Ontario Examples

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94%Symbol recognition

88%Association with

fresh Ontario produce

87%Propensity to

purchase

89%Believe it is a

program worthwhile for government

Results to DateConsumer Market Research

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Preference for Produce Purchasing

• Proportion of people that when shopping for fresh fruits and vegetables will buy the following…

20072006

21% 27%Buy Canadian

19%20%Buy Value

59%53%Buy Ontario

Only 20% of people say that price is the most important decision when purchasing food

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Marketing Research - FoodserviceOur research has indicated the most important considerations when selecting menu items

are:• Price/Value (27%)• Taste/Flavour (21%)• Quality of Food/Freshness/Cleanliness (17%)

When dining out:– 25% demonstrated a preference for local foods; however, when on vacation the

preference for local foods increased to 64%. – In fine/vacation dining, Ontario identifiers on menu (Ontario, regional or farm

specific) showed positive impacts with consumers. – Typically, consumers were more likely to select items when they were identified as

being from Ontario. – The number one reason for interest in Ontario references on menu was freshness

of food (33%).

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• The Savour Ontario Dining Program is part of Ontario’s Pick Ontario Freshness strategy

• This marketing strategy focuses on building awareness and demand for fresh Ontario foods in fine and vacation dining settings

• Developed in partnership between OMAFRA and Ministry of Tourism

• Members of the program are committed to serving and identifying Ontario food items on menu and selling and promoting local foods

• Must have a significant portion of the menu focused on Ontario foods and beverages and provide an internet link to its menu featuring Ontario items

What is Savour Ontario?

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• New searchable database of fine and vacation dining restaurants available links consumers with restaurants

Consumer Website

www.savourontario.ca

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Savour Ontario Advertising

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Next Steps –Working with the Agri-food Industry

• Further our industry partnerships to drive more Ontario consumers to Pick Ontario Freshness.

• How we can work together:– Joint public relations, marketing and communications planning– Identify opportunities to work together to increase consumer and

restaurant recognition of fresh Ontario food.