The Challenge
To maintain Canada’s global leadership in pork quality and animal health, a strong traceability program was needed. In the event of a disease outbreak, Canada’s pork producers must act quickly. PigTrace Canada, an initiative funded by Agriculture Canada, needed a compelling campaign to engage hog farmers nationwide and ensure widespread adoption of the traceability program.
The 6P Solution
We developed a superhero-themed multimedia campaign, utilizing both traditional and grassroots initiatives to capture attention and encourage participation. A comprehensive, award-winning welcome package was distributed to 8,000 pork producers across Canada, accompanied by branded brochures and flip-books detailing how producers could get involved in the program.
The Outcome
The campaign received positive feedback from both small producers and large corporate players, with widespread media coverage from key industry outlets. Producers from all regions of Canada voluntarily joined the program before it became mandatory, successfully launching PigTrace Canada.
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