Client: Country Harvest
Agency: The Hive Inc.
Team: Erika Dafoe (ACCT), Bushra Saleban (CW), Katelyn Landry (Additional AD)
Insight: Canadians are proud to support local farmers.
Big Idea: National Sandwich Challenge.
Task: Promote Country Harvest's new line of seasonal products in a modern way, while keeping the heart of the brand intact.
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Campaign:
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Created provincial sandwiches based on the most popular locally grown ingredients in each region.
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Food Truck Travels cross-country to share the sandwiches and teach consumers about supporting their local farmers.
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Transit takeovers generate awareness and spark conversation.
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Consumers encouraged to follow the Food Trucks’ adventures online by watching daily videos.
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Target Market encouraged to vote online or at the Food Truck to vote on their favorite sandwich
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Winner revealed at the end of the tour at Parliament Hill (Preferably by the PM or a Canadian icon) and crowned
the “Official National Sandwich of Canada”.
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Fan reactions of the reveal and a mockumentary of the tour will be divided into a series of pre rolls.