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.

A Fresh Approach

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.

We Made a Day of It

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 Anticipation

    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.

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    video views on YouTube

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    guests attended the BC Veggie Day bash in downtown Vancouver

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    click-throughs to the website from our online ads

BC Veggies Get Their Very Own Day

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:

  • 300 fresh greenhouse veggie bags were handed out
  • Over 500 people were served at the pop-up Earls restaurant
  • Hundreds more toured the pop-up greenhouse, learning how greenhouse veggies are grown in BC
  • #BCVeggieDay trended on Twitter
  • Major news coverage included The Vancouver SunThe ProvinceDelta Optimist and over a dozen online blogs

"Our BC Veggie Day launch was more successful than we anticipated and we couldn’t have pulled it off without CREW at the helm. They were knowledgeable, eager to make sure our event left a lasting impression and a pleasure to work with."

Linda Delli Santi BC Greenhouse Growers' Association

Results are in the details

We shot and directed an online video teasing the arrival of fresh greenhouse vegetables for BC Veggie Day.

A BC Veggie Day website featured interviews with farmers and chefs and shared favourite veggie recipes.

A Facebook contest in partnership with Buy Local Eat Natural invited people to share their favourite veggies ahead of BC Veggie Day.

Guests and visitors at our BC Veggie Day party in downtown Vancouver were well entertained, well fed and well served.

A logo was needed in-store to tie BC grown greenhouse vegetables into the BC Veggie Day branding.