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BEST OF CAMA 2006
BEST OF SHOW - CAMPAIGNADVERTISER: Bayer CropScience
AGENCY: AdFarm
PRODUCT: Raxil T
PURPOSE: To launch Raxil T into the Seed Treatment market and brand it as the toughest cereal seed treatment available.
AUDIENCE: Retailers and cereal growers in Western Canada
SPONSOR: Bayer CropScience Inc.

BEST OF SHOW - CONSUMER DIRECTED
ADVERTISER: Horse Racing Alberta
AGENCY: Y&R
PRODUCT: Horse Racing
PURPOSE: To reverse dwindling attendance at racetracks and reposition live horse racing in the entertainment, sports and gaming sectors.
AUDIENCE: Alberta entertainment market - 18-34 year olds - skewing adults aged 20-24
SPONSOR: Osborn & Barr Canada

BEST OF SHOW - PUBLIC RELATIONS
ADVERTISER: Dow AgroSciences Canada
AGENCY: AdFarm
PRODUCT: Nexera New York Event
PURPOSE: To increase awareness of Nexera canola and canola oil among the industry's key influencers at a special event held in New York.
AUDIENCE: 125 canola industry stakeholders attending a "Murder Mystery" dinner cruise in New York harbor.
SPONSOR: AdFarm

BEST OF SHOW - ADVERTISING
ADVERTISER: Bayer CropScience
AGENCY: AdFarm
PRODUCT: Stratego Print Ad Campaign
PURPOSE: To re-position Stratego in the cereal fungicide market improving product perception while enforcing Bayer's position as "Plant Health Experts."
AUDIENCE: Cereal growers in Western Canada
SPONSOR: The Western Producer

PRINT ADVERTISEMENTS - SERIES
ADVERTISER: Syngenta Crop Protection Canada
AGENCY: Adculture Group Inc.
PRODUCT: Target
PURPOSE: To reinforce Target's position as a broadleaf herbicide for cereal growers and to increase awareness of its activity on key problem weeds.
AUDIENCE: Wheat, barley and oat growers in Western Canada
CERTIFICATE OF MERIT: United Farmers of Alberta/
AdFarm (UFA Grande Prairie Ad Series)
SPONSOR: Better Farming Magazine

PRODUCT SALES - SERIES LITERATURE
ADVERTISER: Scotiabank
AGENCY: Spencer Francey Peters
PRODUCT: Scotia Farm Legacy Services
PURPOSE: To help farm clients understand the value and urgency of business succession planning.
AUDIENCE: Farmers looking toward retirement and investors in agriculture
SPONSOR: Manitoba Co-operator

OUTDOOR
ADVERTISER: Ducks Unlimited Canada
AGENCY: AdFarm
PRODUCT: Ducks Unlimited Canada Wetland Conservation
PURPOSE:To challenge landowners, focusing on Western Canadian farmers and ranchers, to consider their wetlands as a potential conservation investment.
AUDIENCE: Landowners, specifically Western Canada
farmers and ranchers
CERTIFICATE OF MERIT: Bayer CropScience Inc./AdFarm (BigBoys)
SPONSOR: Pfizer Animal Health

ADVERTISING PRODUCED IN CANADA FOR FOREIGN MARKETS
ADVERTISER: Philom Bios Inc.
AGENCY: Heyday Communications Inc.
PRODUCT: JumpStart
PURPOSE: To raise awareness that JumpStart can be used in corn to increase phosphate fertilizer efficiency.
AUDIENCE: Corn growers in North Dakota and South Dakota
CERTIFICATE OF MERIT: Bayer CropScience/AdFarm (PUMA Herbicide)
SPONSOR: Horse Racing Alberta

FRENCH LANGUAGE MARKETING - PRINT ADVERTISEMENTS
ADVERTISER: (tie) Fédération des caisses Desjardins du Québec
AGENCY: Des Arts Communications
PRODUCT: Financial Services
PURPOSE: To produce targeted measured agricultural advertising to producers that maximizes business connections.
AUDIENCE: Quebec agricultural producers
ADVERTISER: (tie) Wyeth
AGENCY: Adculture Group Inc.
PRODUCT: Services Financiers
CERTIFICATE OF MERIT: Maizex Seeds Inc./AdFarm (Maizex Seeds Print Advertisement)
SPONSOR: Le Bulletin des agriculteurs

PUBLIC RELATIONS - NEWSLETTERS
ADVERTISER: Farm Credit Canada
AGENCY: Farm Credit Canada
PRODUCT: AgriSuccess Journal
PURPOSE: 50% of readers will find the Journal useful and of high quality and 50% of readers will read the Journal from cover to cover.
AUDIENCE: Primary - producers (farmers) across Canada; Secondary - external agribusiness operators andcommunities of interest
CERTIFICATE OF MERIT: Farm Credit Canada/In-house (Internal Newsletter "AgriCulture")
SPONSOR: Syngenta Crop Protection Canada, Inc.

PUBLIC RELATIONS - ASSOCIATION PUBLICATIONS
ADVERTISER: La Fédération des producteurs de lait du Québec
AGENCY: La Terre de chez nous
PRODUCT: Le Producteur de lait Québecois
PURPOSE: To provide dairy
producers with industry specific information on current events, herd health genetics, equipment, and farm management. To provide dairy producers with current information and data on Federation (Provincial) mandates, marketing, promotions and policies.
AUDIENCE: Québec's dairy producers and related industry professionals
CERTIFICATE OF MERIT: La Fédération des producteurs de Bois du Québec/La Terre de chez nous (Bovins du Québec)
Sponsor: The Prolific Group

PUBLIC RELATIONS - ISSUES MANAGEMENT
ADVERTISER: Dow AgroSciences Canada
AGENCY: AdFarm
PRODUCT: Pasture Rejuvenation Month
PURPOSE: To educate producers on the benefits of caring for and improving pasture land. To sustain category leadership, non-product promotion and education. To incorporate information from across the industry channel in pasture management.
AUDIENCE: Cattle producers and secondary audience of other grazing livestock producers and horse owners
SPONSOR: Ipsos-Reid

PRINT ADVERTISEMENTS - LESS THAN PAGE
ADVERTISER: Syngenta Crop Protection
AGENCY: Adculture Group Inc.
PRODUCT: Tilt
CERTIFICATE OF MERIT: Syngenta Crop Protection Canada/Canada Adculture Group Inc. (Callisto Corn Herbicide)
PURPOSE: To increase awareness of the benefits of Tilt fungicide to wheat, barley and oats growers by 10%.
AUDIENCE: Wheat, barley, and oat growers in Western Canada
SPONSOR: Fruit & Vegetable Magazine (Annex Publishing & Printing)

MERCHANDISING AIDS - EXHIBITS/DISPLAYS
ADVERTISER: Agriculture and Agri-Food Canada
AGENCY: Adculture Group Inc.
PRODUCT: Trade show display for Foodex in Japan
CERTIFICATE OF MERIT: Bioniche Animal Health Canada Inc./MacGregor MCI (Nutrequin Elite)
PURPOSE: To show Japanese food buyers where Canadian food and beverage products come from - beautiful, pristine natural environments that contribute to their quality and wholesomeness.
AUDIENCE: Commercial and retail food beverage buyers attending the Foodex trade show in Tokyo
Sponsor: Farmers' Independent Weekly

MERCHANDISING AIDS - PREMIUMS
ADVERTISER: Canadian Wheat Board
AGENCY: Deschenes-Regnier
PRODUCT: CWB Pasta from the Prairies - Cookbook
PURPOSE: To promote consumption of Canadian durum. To create positive perceptions of CWB as farmer-focused. To highlight the CWB's 70th anniversary and brand identity.
AUDIENCE: Farmer's and the general Canadian public
SPONSOR: CAMA Certificate in Agri-marketing

MERCHANDISING AIDS - CONTESTS
ADVERTISER: Westeel
AGENCY: mf.1
PRODUCT: Grain storage
CERTIFICATE OF MERIT: Bee Maid Honey/BCG Communications (Bee Maid Honey "Eat Right - Take Flight" Contest)
PURPOSE: To encourage visits to Westeel dealers through use of a contest. To affirm the Westeel brand's leadership position in grain storage, and remind readers that Westeel grains represent "top of class" quality.
AUDIENCE: Buyers of grain storage
Sponsor: The FaQtory
CERTIFICATE OF MERIT: Bee Maid Honey/BCG Communications (Bee Maid Honey "Eat Right - Take Flight" Contest)
Sponsor: The FaQtory

FRENCH LANGUAGE MARKETING- SALES SUPPORT MATERIALS
ADVERTISER: Westeel
AGENCY: mf.1
PRODUCT: Storage Products
CERTIFICATE OF MERIT: Bayer CropScience/AdFarm (Guide to Grass Weeds, French)
PURPOSE: To support the Westeel brand by affirming Westeel's leadership position in grain storage. To promote Westeel's centennial and the associated contest, and alert readers to the availability of Westeel's "On-Farm Storage Guide" at Westeel dealers.
AUDIENCE: Producers
SPONSOR: La Terre de chez nous

FRENCH LANGUAGE MARKETING - PUBLIC RELATIONS
ADVERTISER: La Financiere agricole Québec
AGENCY: LXB Communication
PRODUCT: Financement agricole
CERTIFICATE OF MERIT: Farm Credit Canada/In-house (Customer Experience Employee Guide)
PURPOSE: To make known the role of Agricultural Financial Advisors at the time of project start up or in the process of business transfer.
AUDIENCE: Quebec agricultural clients and future
agricultural producers
SPONSOR: Farm Credit Canada

PUBLIC RELATIONS - MEDIA RELATIONS PROGRAMS
ADVERTISER: Ontario Farm Animal Council
AGENCY: Ontario Farm Animal Council
PRODUCT: Media Tours and the Faces OFAC of Farming Calendar Program
CERTIFICATE OF MERIT: Wyeth/Adculture Group Inc. (West Nile Innovator)
PURPOSE: To increase positive media coverage of the work being done by Ontario livestock farmers with a focus on issues such as normal farming practices, biosecurity, new technologies, biotechnology, and the role of farm families in their communities. To build OFAC relationships with journalists.
AUDIENCE: Ontario journalists; Ontario Food writers; Consumers; and the Agri-Food sector
SPONSOR: JSA Communications Inc.

PUBLIC RELATIONS - CORPORATE BROCHURES/ANNUAL REPORTS
ADVERTISER: Dow AgroSciences Canada
AGENCY: AdFarm
PRODUCT: Nexera Canola
CERTIFICATE OF MERIT: United Farmers of Alberta/AdFarm (UFA Annual Report)
PURPOSE: To report to stakeholders on the success and progress of Nexera canola in order to build confidence in the brand and support strong business growth objectives.
AUDIENCE: Western Canadian growers who contracted to grow Nexera canola in 2005 and 2006; Channel partners who contract Nexera canola in a collaborative business format
SPONSOR: Nexus Exhibits Ltd.

CONSUMER DIRECTED CAMPAIGNS - PRINT
ADVERTISER: Manitoba Pork Council
AGENCY: Studio of Wendy J., Inc.
PRODUCT: Print Ad
PURPOSE: To increase consumer consumption of pork products by encouraging them to pick pork for their meals.
AUDIENCE: General public, primarily women aged 25-45
SPONSOR: Ontario Farmer Publications

CONSUMER DIRECTED CAMPAIGNS - EDUCATIONAL MATERIALS
ADVERTISER: Horse Racing Alberta
AGENCY: Y&R
PRODUCT: Horse Racing
CERTIFICATE OF MERIT: Dairy Farmers of Manitoba/Studio of Wendy J., Inc. (Bookmark, buttons, milk carton banks)
PURPOSE: To help stabilize, enhance and ensure the growth and integrity of the Alberta horse racing and breeding industry.
AUDIENCE: 18-34 year olds - skewing adults 20-24
SPONSOR: L.A. Morris & Associates

CONSUMER DIRECTED CAMPAIGNS - SALES SUPPORT MATERIALS
ADVERTISER: Horse Racing Alberta
AGENCY: Y&R
PRODUCT: Horse Racing
CERTIFICATE OF MERIT: Canadian Hereford Association/Woodruff Sweitzer (Canadian Hereford Beef Packaging)
PURPOSE: To promote horse racing as an entertaining night out.
AUDIENCE: 18-34 year olds - skewing adults 20-24
SPONSOR: Monsanto Canada Inc.

CONSUMER DIRECTED CAMPAIGNS — WEB SITES
ADVERTISER: Ontario Farm Animal Council
AGENCY: JWA Group
PRODUCT: Virtual Farm Tour Website
PURPOSE: To give consumers the opportunity to visit real, working farms and learn about the farmers and animals who live on each one. To increase availability of easy to understand online information about farming. To provide an electronic resource for Ontario secondary school teachers to use.
AUDIENCE: Ontario secondary school students and Ontario secondary school teachers. The general public who is interested in learning more about where and how farm animals are raised. Journalists without a farming background.
SPONSOR: The FaQtory

TOTAL CAMPAIGN $75,000 OR LESS
ADVERTISER: United Farmers of Alberta
AGENCY: AdFarm
PRODUCT: Grain Storage Promotion Campaign
CERTIFICATE OF MERIT: Bioniche Animal Health Canada Inc./MacGregor MCI (Nutrequin Elite)
PURPOSE: To promote UFA's financing options for grain storage products to increase sales.
AUDIENCE: UFA members and growers in grain production areas across Alberta
SPONSOR: Stratus Agri-Marketing Inc.

TOTAL CAMPAIGN $75,000-$200,00
ADVERTISER: Bayer CropScience
AGENCY: AdFarm
PRODUCT: Thumper Campaign
CERTIFICATE OF MERIT: United Farmers of Alberta/AdFarm (Mud Month Campaign)
PURPOSE: To increase awareness of the growing issue of 'Group 2' resistant kochia and position Thumper as the best product for control of kochia and Group 2 resistant kochia.
AUDIENCE: Cereal growers and retailers in Western Canada
SPONSOR: Syngenta Crop Protection Canada Inc.

TOTAL CAMPAIGN $200,000-$500,000
ADVERTISER: Bayer CropScience
AGENCY: AdFarm
PRODUCT: Raxil T Campaign
CERTIFICATE OF MERIT: Monsanto Canada Inc./Osborn & Barr Canada Corp. (Roundup Ready Canola)
PURPOSE: To launch Raxil T into the seed treatment market and brand it as the toughest cereal seed treatment available.
AUDIENCE: Retailers and cereal growers in Western Canada
SPONSOR: Farmers' Independent Weekly

RADIO ADVERTISEMENT - SINGLE
ADVERTISER: Bayer CropScience Inc.
AGENCY: AdFarm
PRODUCT: PUMA 120 Super
CERTIFICATE OF MERIT: United Farmers of Alberta/AdFarm (UFA Grande Prairie Grand Opening Radio)
PURPOSE: To highlight the flexible and convenient options PUMA Super provides along with its exceptional control of grassy weeds.
AUDIENCE: Cereal growers in Western Canada
SPONSOR: Bayer CropScience Inc.

RADIO ADVERTISEMENT - SERIES
ADVERTISER: Bayer CropScience Inc.
AGENCY: AdFarm
PRODUCT: Thumper
CERTIFICATE OF MERIT: Monsanto Canada Inc./Osborn & Barr Canada Corp. (Roundup Transorb HC)
PURPOSE: To increase awareness of the growing issue of 'Group 2' resistant kochia and position Thumper as the best product for control of kochia and Group 2 resistant kochia.
AUDIENCE: Cereal growers and retailers in Western Canada
SPONSOR: Canadian Broadcast Sales

TELEVISION ADVERTISEMENTS
ADVERTISER: Becker Underwood
AGENCY: Adculture Group Inc.
PRODUCT: Nodulator
PURPOSE: To increase the brand awareness of Nodulator, as a new inoculant brand among existing and potential new customers.
AUDIENCE: Pea and lentil growers in Saskatchewan and Southern Alberta
SPONSOR: Quarry Integrated Communications

ELECTRONIC MEDIA - WEB DESIGN, OUTBOUND ELECTRONIC OR INTERACTIVE MULTI-MEDIA
ADVERTISER: Farms.com
AGENCY: Farms.com/AgriFood Innovations
PRODUCT: Agpromote.com
CERTIFICATE OF MERIT: DuPont Canada/Sirius Web Labs
PURPOSE: To increase awareness of the Farms.com Media innovative online marketing products and services available to agricultural advertisers.
AUDIENCE: Agricultural advertisers interested in communicating with farmers, ranchers and agribusiness clients
SPONSOR: Country Guide

ELECTRONIC MEDIA - Video on CD or DVD
ADVERTISER: Shur-Gain
AGENCY: Productions Guy Lecuyer Inc.
PRODUCT: Transition NR (CD)
CERTIFICATE OF MERIT: Western Canada Farm Progress Show/In-house (CD)
PURPOSE: Preparing milk cows for calfing.
SPONSOR: Grainews

DIRECT MARKETING - SINGLE
ADVERTISER: Farm Credit Canada
AGENCY: In-house
PRODUCT: Québec Trade Show Direct Mail Postcard
CERTIFICATE OF MERIT: Bayer CropScience Inc./AdFarm (Stratego/Folicur)
PURPOSE: To build brand awareness in the Québec market, generate interest in FCC & encourage
potential customers to visit the FCC booth.
AUDIENCE: Québec producers who have visited one of the two trade shows
SPONSOR: AdWest

DIRECT MARKETING - CAMPAIGN
ADVERTISER: Arysta LifeScience
AGENCY: Woodruff Sweitzer
PRODUCT: Everest Herbicide - Project Clean Field
CERTIFICATE OF MERIT: Merial Canada Inc./Surge (Eprinex, Anagen, J-Vac, Cystorelin and Ivomec)
PURPOSE: To communicate with Western Canadian wheat growers during a time of year when they are not used to being communicated with. To get growers thinking about 'Flush after Flush' control they have received with EVEREST during the year.
AUDIENCE: Western Canadian wheat growers who had participated in offers in the past
SPONSOR: AdWest

PRODUCT SALES - SINGLE PIECE LITERATURE
ADVERTISER: Dow AgroSciences
AGENCY: AdFarm
PRODUCT: Range & Pasture Product Portfolio
CERTIFICATE OF MERIT: Westeel/mf.1 (Grain Storage)
Purpose: To be an information tool for Range & Pasture agents to use with producers, and to be a take-away piece for producers.
AUDIENCE: Cattle ranchers and influencers in the Canadian cattle industry and Western Canadian Range & Pasture retail agents
SPONSOR: Pioneer Hi-Bred Limited

MERCHANDISING AIDS - POINT OF PURCHASE MATERIALS
ADVERTISER: United Farmers of Alberta (tie)
AGENCY: AdFarm
PRODUCT: UFA CPSR Invitation and Poster
CERTIFICATE OF MERIT: DuPont Canada/Ogilvy (Express SG)
PURPOSE: To maintain and enhance customer loyalty. To serve as an invitation to key customer's from a UFA crop representative to attend a special customer appreciation curling event.
AUDIENCE: UFA members/growers in Alberta production areas of Spruce Grove, Fort Saskatchewan, Leduc and Drayton Valley
ADVERTISER: United Farmers of Alberta (tie)
AGENCY: AdFarm
PRODUCT: UFA Paint Promotion POS
PURPOSE: To promote UFA's wide selection of paints -on sale and special offers.
AUDIENCE: UFA members and customers
SPONSOR: Agrifinance/AgriCard

ADVERTISING FOR AGRIBUSINESS
ADVERTISER: AdFarm
AGENCY: In-house
PRODUCT: Agency Promotion
CERTIFICATE OF MERIT: Woodruff Sweitzer/In-house (Woodruff Sweitzer Stampede Soiree)
PURPOSE: To utilize the holiday season to promote the AdFarm brand values, including relationships, quality, fun, passion, and excellence.
AUDIENCE: AdFarm clients, suppliers, alliances, staff, friends, families and potential clients
SPONSOR: NK Brand Seeds, Syngenta Seeds

PUBLIC RELATIONS - HOUSE ORGANS
ADVERTISER: Bayer CropScience Inc.
AGENCY: AdFarm
PRODUCT: Farm Forum
CERTIFICATE OF MERIT: Dow AgroSciences Canada/AdFarm (Range & Pasture Product Portfolio)
PURPOSE: To support the information needs of farmers by addressing current issues and celebrating the farming lifestyle.
AUDIENCE: Farmers, influencers, and agriculturalists
SPONSOR: Canadian Wheat Board

PUBLIC RELATIONS - ADVERTORIALS
ADVERTISER: DuPont Canada
AGENCY: McCormick Company
PRODUCT: Solumax Technology
PURPOSE: To launch and build awareness of new Solumax soluble granule technology with growers and educate them about key benefits.
AUDIENCE: Cereal growers in western Canada
SPONSOR: BCG

PUBLIC RELATIONS - CORPORATE IMAGE CAMPAIGN
ADVERTISER: Canadian Wheat Board
AGENCY: In-house
PRODUCT: Harvesting Opportunity Brochure
CERTIFICATE OF MERIT: Canadian Simmental Association/AdFarm (Proud to be Simmental)
PURPOSE: To inform the farmer-stakeholders of the future vision of the farmer controlled board of directors for the organization and to position the "Harvesting Opportunity" proposal as the most comprehensive future vision to address the financial and business needs of farmers in Western Canada.
SPONSOR: DuPont Canada Inc.

EDUCATIONAL MATERIALS - PRINT
ADVERTISER: Bayer CropScience
AGENCY: AdFarm
PRODUCT: Guide to Grassy Weeds
CERTIFICATE OF MERIT: Manitoba Canola Growers Association/ BCG Communications (MB Canola Growers Canola Commodity Challenge)
PURPOSE: To educate farmers about the most common grassy weeds in Ontario and Québec by providing them with an easy to use reference guide.
AUDIENCE: Crop producers in Ontario and Québec
SPONSOR: Bayer CropScience Inc.

EDUCATIONAL MATERIALS - VHS, CD OR DVD VIDEO
ADVERTISER: DuPont Canada
AGENCY: McCormick Company
PRODUCT: Solumax Technology
CERTIFICATE OF MERIT: Farm Credit Canada/In-house (Mission Possible: The FCC Customer Experience)
PURPOSE: To educate a key target audience about new Solumax technology - what makes this new technology unique and how it works.
AUDIENCE: DuPont retailers
SPONSOR: AgriMarketing magazine

CONSUMER DIRECTED CAMPAIGNS - TOTAL CAMPAIGN
ADVERTISER: Horse Racing Alberta
AGENCY: Y&R
PRODUCT: Horse Racing
PURPOSE: To promote horse racing as entertainment.
AUDIENCE: 18-34 year olds - skewing adults 20-24
SPONSOR: Osborn & Barr Canada


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