Northeastern Federations develop Fields to Forks campaign
This collaborative project is amongst the federations in Northeast Ontario, including: Algoma, Manitoulin/North-Shore, Cochrane, Temiskaming, Muskoka, East Nipissing Parry Sound & West Nipissing Sudbury East, with supporting partners Northern Ontario Farm Innovation Alliance and Bioenterprise.
Description of Project:
“Fields to Forks” is a multimedia-integrated campaign that celebrates the agricultural industry and helps shine a light on the sector, connecting people to the where and how of food production. Bell Media and CTV have been developing this campaign over the last six years across Canada and are launching a Northeastern Ontario campaign in August, to be concluded by November 2021.
The campaign will run for ~ 7 weeks with a combination of radio ads, tv ads, digital-pre rolls and web banner ads, as well as a weekly news editorial. It will be aired on stations that reach catchment areas across Northeastern Ontario, including Sudbury, Timmins, North Bay & Sault Ste. Marie. The messaging will highlight innovations in agriculture across Northeastern Ontario, promoting the availability of local food in the area and engaging both existing members and the public in a positive and progressive message.
Communication Plan:
The campaign itself will include a variety of communications and promotions, all of which will identify the OFA as a partner, including:
- A 30-second vignette that will air at least 45 times over 7 weeks
- 7 feature segments will air once a week
- 30-second radio spot that will air 65 times
- Digital: video pre-roll (8,300 impressions); leaderboard (50,000 impressions) and a dedicated Fields to Forks page on CTV
The CTV catchment area reaches over 700,000 people so this message will be shared broadly.
Prior to the release of the program, project partners will share a media release and upon completion of the campaign, the vignette will be available for viewing on a partner (and local federation) websites and social media channels.
Weekly News Segments
| Ferme Ojalammi: vegetable, direct to market, new farmer | Sudbury | https://northernontario.ctvnews.ca/warren-family-farm-has-become-a-major-supplier-of-lettuce-for-northern-ontario-1.5571796 |
| Koch Elevators & Inglis Farm Drainage: crop production, importance of infrastructure | Temiskaming | https://northernontario.ctvnews.ca/infrastructure-key-part-to-success-for-farmers-in-the-north-1.5579527 |
| Potter Charolais: beef, opportunity in the North | Temiskaming | https://northernontario.ctvnews.ca/beef-farmers-say-northern-ontario-is-the-place-to-be-1.5588399 |
| Poulin Potatoes: vegetable, technology | Sudbury | https://northernontario.ctvnews.ca/fields-to-forks-five-generations-of-potatoes-in-azilda-1.5598012 |
| Sucrerie Seguin: maple syrup, impact of COVID, Indigenous | Nipissing | https://northernontario.ctvnews.ca/fourth-generation-sugar-makers-preparing-for-another-season-1.5562890 |