Competing against the year-round influx of imported produce from the United States and Mexico, BC’s Greenhouse Growers needed a way to stand out in an overcrowded field. Particularly because their product has limited availability.
Greenhouse Growers in BC wanted consumers to realize locally grown vegetables can be enjoyed as early as March, long before the traditional outdoor growing season begins. We asked ourselves ‘what if people had a day on the calendar to look forward to like Christmas?’ Then we set to work.
Anticipation is a powerful “activation emotion” that triggers other emotions such as pleasure, excitement or anxiety. We wanted consumers to be able to look forward to the arrival of locally grown Greenhouse Veggies every year by making it an annual celebration. To do so we persuaded the BC Government to officially declare March 20 (the first day of spring) BC Veggie Day.
Local + Limited
With research showing that consumers are craving storied products made and consumed locally, we focused our strategy on a celebration of local produce and people. We used their seasonal availability to our advantage, proclaiming their arrival as note-worthy. And people took note.
Online videos promoted the arrival of fresh locally grown produce, driving traffic to a website profiling greenhouse growers with testimonials from chefs and foodies. A Facebook contest in partnership with Buy Local Eat Natural invited people to share their favourite veggies ahead of BC Veggie Day.
BC Veggie Day
On March 20th, the Vancouver Art Gallery Plaza was transformed into a giant BC Veggie Day bash, with a pop-up greenhouse and Earls restaurant serving free salad, live music, bags of fresh veggies and clear blue skies. On-site radio remotes invited the public to join the fun.
video views on YouTube
guests attended the BC Veggie Day bash in downtown Vancouver
click-throughs to the website from our online ads
The inaugural BC Veggie Day drew crowds of over a thousand to the BC Veggie Day bash in downtown Vancouver, cementing this new celebration into the annual calendar.
Some more stats from March 20th, 2014: