Farmers Trust: Raised by Canadian Farmers

For this comprehensive, year-long multi-channel campaign, the objective was to elevate national awareness for the Raised by Canadian Farmers brand while directly driving retail consumption. The overarching creative strategy focused on reinforcing core health benefits, linking high-quality national farming standards with a healthy, everyday lifestyle.

Farmers Trust: Raised by Canadian Farmers

For this comprehensive, year-long multi-channel campaign, the objective was to elevate national awareness for the Raised by Canadian Farmers brand while directly driving retail consumption. The overarching creative strategy focused on reinforcing core health benefits, linking high-quality national farming standards with a healthy, everyday lifestyle.

Project
Farmers Trust: Raised by Canadian Farmers
Client
Chicken Farmers of Canada
Category
Creative Direction | Art Direction
Scope
Overall creative and art direction, broadcast video and custom photography direction, prop sourcing and on-set prop styling, post-production supervision, asset retouching, and comprehensive digital and print collateral production support.
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The brand positioning evolved to highlight a narrative centered on transparency and institutional trust. By anchoring the visuals in the authenticity of local farmers, the campaign successfully heightened digital consumer engagement and funneled consistent, high-intent traffic to their centralized digital hub.

Production execution required a meticulous, agile approach to video asset management across multiple campaign phases. For every tier of rollout, a complex matrix of core :30s broadcast spots alongside optimized :15s, :06s, and :03s digital cut-downs were engineered; custom-built both with and without promotional calls-to-action to support precise A/B testing and algorithmic media buying.

To ensure a cohesive, full-funnel consumer journey, the broadcast assets were complemented by custom lifestyle photography, targeted email marketing campaigns, and a comprehensive suite of high-conversion digital display ads.