CPMA Convention and Trade ShowMay 9 - 11, 2007

Foodland Ontario

AgendaAgenda

Program overview

Focus and impact

Future directions

Program Profile Program Profile • Consumer marketing program dedicated to greater

revenues and market share for fresh Ontario produce

• Generates economic activity by:Positively influencing consumer-buying behaviourEnhancing Foodland Ontario’s brand image Maintaining strong retail partnership support

• Program launched in 1977 – 2007 is our 30th

Anniversary

• Vision: The fresh produce household brand name that Ontario consumers look to with pride and trust

Program StrategyProgram Strategy• Employs “push/pull” consumer marketing strategy to:

Identify fresh Ontario fruits and vegetables in storesPositively influence consumer intention to purchase at store levelBuild brand equity by providing value-added brand advice – “friend in the kitchen”

• Consumer brand image evolution – more than point of origin identifier

• Program is consumer and retail research driven

• Consumer branding approach builds loyalty to and trust in Ontario-grown produce

Program BenefitsProgram Benefits• For Ontario consumers:

Provides recognizable brand name and symbol to identify fresh Ontario fruits and vegetablesOffers helpful advice (handling, storage and usage)

• For Ontario growers:Provides brand leverage with retailers vs. in-season importsProvides marketing direction

Program BenefitsProgram Benefits

• For Ontario Retailers:Provides value added in-store promotions to drive Ontario produce sales

• For Ontario:Develops positive domestic economic activity through stimulation of domestic produce sales

Program StrengthsProgram Strengths• Strong retail sector partnership• Support driven by response to consumer demand • Program ranked #1 by retailers versus competing

jurisdictions• Helps grower revenues – grocery flyer and slotting

benefits • In-store product leverage for Ontario producers• Very strong producer group support• Direct field-to-fork link with consumer

Brand Marketing: Retailer PushBrand Marketing: Retailer Push

• Push: Getting consumers to make the right buying decisions in-store

• Consumers make 70% of their key produce purchase decisions in-store

• The Foodland Ontario Brand gives growers strong leverage with Ontario’s produce retailers (1200+)

• Includes:Point-of-purchase materials

Retail contests / retailer awards

Product PackagingProduct Packaging

Point-of-sale materialsPoint-of-sale materials

FlyersFlyers

Recipe Brochures & CalendarRecipe Brochures & Calendar

Over 550,000 copies distributed in November 2006

Retail Contests & Retailer AwardsRetail Contests & Retailer Awards

Brand Marketing: Consumer PullBrand Marketing: Consumer Pull

• Pull: Positively influencing consumer intention to purchase Ontario-grown produce

• Includes:Public relationsAdvertising (TV, Radio, Billboards)Foodland and grower promotionsOther brand promotions

Public RelationsPublic Relations

TV AdvertisingTV Advertising

Key Performance MeasuresKey Performance Measures• Strong symbol recognition at 95%

• 86% who recognize symbol associate it with fresh Ontario produce

• Propensity to purchase at 87%

• 87% believe the program is worthwhile for government

• Earned media valued at $10.8M in 2006

Symbol RecognitionSymbol Recognition

89%83%

90% 92%84%

92% 90% 87% 87% 88% 86%95%

1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006

Propensity to PurchasePropensity to Purchase

13% 17% 19% 21%13%

27%29% 32% 30%

33%

33%

56% 52% 51% 50% 45%54%

18%

2001 2002 2003 2004 2005 2006

Definitelywill buy

Probablywill buy

Might ormight notbuy

Probablywill not buy

83% 81% 83% 80% 78% 87%

Earned Media Value ($’000)Earned Media Value ($’000)

0100020003000400050006000700080009000

100001100012000

1997

1998

1999

2000

2001

2002

2003

2004

2005

2006

Future DirectionsFuture Directions

• Recently announced branding and marketing of Ontario foods strategy

• Objective: to raise consumer awareness of and demand for the variety of fresh, high-quality Ontario foods

• Involves:Foodland Ontario extension into other fresh areas of grocery store: meat, deli, dairy and baked goodsEnhancing the Savour Ontario foodservice brand

• Public awareness campaign in development