Creating your promotion plan

Building your successful Canadian food brand takes logic and emotion

There has never been a better time for Canadian food producers and processors to get their products to the shelf. Consumers want these products, which means retailers are more willing than ever to work with Canadian suppliers. There are many factors that impact a consumer’s decision to buy. Price, product performance, specific attributes such as gluten free or organic can all impact which product is selected off the shelf and put into the shopping cart. One factor that can have a major influence is emotion. This is difficult to elicit, but when it happens it can be very powerful.

Buy Canada is having a moment you don’t want to miss

In the last 18 months Canada’s biggest trading partner has taken a more protectionist approach to trade and adopted an America First strategy. This has generated an emotional response from Canadians and one place they can demonstrate support for Canada, is in the grocery store. Many shop each week and they can select Canadian products to support Canadian business. Despite inflation and people focused on finding opportunities to reduce their grocery bill, they are still looking for Canadian products.

A great product is just the start