Canadians’ love of home-grown maple syrup inspired Hello Canola to tap that same tree, looking at ways to promote canola through its Canadian-ness, warm community and extreme usefulness.

Turning up the sweet love for canola

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When asked to name a truly Canadian agriculture product, Canadians usually say maple syrup. The goal of Hello Canola, which will continue with integrated promotion throughout 2024, is to get more Canadians to put canola at the top of the list.

“While doing our background research to develop Hello Canola, we learned that Canadians admire maple syrup and saw it as distinctly Canadian,” says Louise Labonte, public engagement and promotions coordinator with Alberta Canola. “We hope this campaign will grow a similar sentiment for canola.”

Maple syrup is often mentioned in relation to other Canadian items of pride – like poutine and hockey – and it’s part of Canadian foods, like maple-glazed Tim Hortons donuts. Furthermore, events featuring pancakes and maple syrup bring communities together, positioning maple syrup as a metaphor for Canadian-ness.

Canola can be, too!

But Canadian-ness isn’t enough. A Leger survey of the general Canadian population completed at the beginning of 2023 showed that only three out of 10 Canadians said their opinion of canola improved when they learned that canola was made in Canada. Two thirds didn’t change their opinion based on that fact alone – they needed more.

When asked what else would make them change their affinity towards canola, health and affordability led the pack. Through Hello Canola planning research, which included the Leger survey and discussions with a wide range of industry stakeholders, three themes remained consistent:

  • As a crop, canola has a variety of stories that are rooted in positive impacts for Canada. When people can see the connection, they are more likely to become invested.
  • When viewed as an ingredient in food – for humans and animals – canola’s purpose and value to Canadians begins to matter more.
  • The world of energy is changing. Canola is a foundational piece in the future of sustainable fuel.

Hello Canola brings all of these pieces together. “It led us to align on what we need to say, who we need to say it to and how we are going to say it,” says Labonte. “Our campaign purpose is to make the knowledge of, use of and support of canola a near-universal fact for all Canadians. Our objective is to build a positive reputation for canola by moving Canadians from apathy to love of canola.”

The audience

Survey results showed that Canadians who said they were familiar with canola were far more likely to have a higher opinion of canola compared with those not familiar. For soft skeptics and those in the dark about canola, Hello Canola hopes to reach them through storytelling and emotional momentum. Making Canadian Canola a person – “Hi, I’m Canadian Canola!” – who can share the canola story and connect with people will build that emotional momentum. Four influencer ambassadors are also helping tell the canola story as it relates to nutrition, food, lifestyle and farming.

The central hub for content is the new website at hellocanola.ca. The consumer-targeted site has information on the benefits of canola, canola in our daily lives, and recipes, along with a learning centre for anyone curious about canola. Paid advertising is currently in motion, focused on reaching the Millennial audience where they are – Instagram, Facebook, Connected TV and online video.

“We targeted Millennials, those born between 1981 and 1996, with this campaign as they are a demographic cohort of young urbanites. They have an average household income of $72,000, 66 per cent are married or in a relationship, 46 per cent have children at home – and 93 per cent use social media daily,” Labonte says. “Millennials use social media more than any other media outlet to discover brands.”

The major blitz will run through January, with social shorts featuring the beloved Canadian Canola character telling canola stories each month through June.