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January/February 2007 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 Tweet |
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