Results That Matter

Challenge

The Yukon Agricultural Association sought to advance a 5% local food procurement goal at a time when less than 1% of government food spending reached local producers. With a modest budget and limited advocacy history, the challenge was to apply pressure where decisions are made, particularly during a territorial election.

Solution

We designed a tightly targeted media relations and communications campaign focused on influencing key stakeholders rather than mass audiences. The strategy prioritized grocery, food manufacturing, and agricultural trade media, trusted regional outlets, election-timed messaging, and community storytelling to build legitimacy and momentum. The campaign combined targeted trade media outreach, a national op-ed, a public webinar, community matte stories with AI-generated recipes, partner amplification through the Yukon Food Security Network, social and member communications, and media training.

Results

• ✓Secured high-value trade and regional media coverage
• ✓Generated sustained broadcast interest and extended national reach through community newspapers
• ✓During the election period, all major political parties issued formal written responses to YAA's proposals
• ✓Elected Yukon Party committed to increased local food purchasing and procurement reform—demonstrating meaningful political traction and positioning YAA for continued advocacy

Challenge

Derlea launched two new products—Diced Onion and Caramelized Onion—into a competitive grocery landscape. The challenge was to quickly build awareness and trial, clearly communicate the convenience benefit, and support early retail velocity without relying on traditional advertising.

Solution

We designed an integrated campaign that combined consumer and trade media relations with influencer storytelling. The strategy centred on a simple, benefit-driven message—'Save your time, save your tears'—and focused on channels where food discovery, credibility, and influence converge. The campaign included bilingual consumer and trade press materials, national and targeted distribution, and proactive media outreach. We complemented earned media with a paid influencer program focused on short-form recipe content, supported by creative product seeding and retail partner communications to ensure alignment across stakeholders.

Results

• ✓Generated more than 5 million estimated impressions
• ✓Exceeded influencer participation targets and delivered strong engagement across social platforms
• ✓Coverage appeared in key trade and industry outlets
• ✓Influencer content produced hundreds of thousands of views and ongoing licensed assets for Derlea's owned channels
• ✓The launch successfully drove awareness, trial, and momentum for Derlea's new onion products in market

Challenge

Once a category leader, the brand faced eroding trust, misinformation, and emotional fallout following a period of price volatility and limited communication with growers.

Solution

Through stakeholder interviews, perception analysis, and media audits, we identified key narrative gaps and emotional barriers. The resulting strategy focused on gradual trust repair—'chipping away at the anger'—by reintroducing the brand with empathy, consistency, and credibility. We delivered a Strategic Messaging Framework, national communications plan, and internal alignment tools, supported by trust training, community visibility programs, and a 'Made here, built for here' PR and advertising campaign platform.

Results

• ✓The initiative has begun to restore visibility and unified internal voices
• ✓Reversed negative sentiment across the grower community
• ✓Positioned the brand to lead its market again through clarity, consistency, and care

Challenge

As agency of record for over five years, we led dozens of programs designed to inspire Canadians to choose pulses—peas, beans, chickpeas, and lentils—more often. Our mandate: make pulses part of everyday eating by building awareness around taste, versatility, and nutrition.

Solution

We developed and executed a long-term communications platform that connected agriculture, chefs, and consumers through story-driven PR, influencer engagement, and experiential events. Campaigns focused on shifting pulses from pantry staples to modern meal solutions across new eating occasions. Key campaigns included the International Year of Pulses—a year-long celebration featuring national media relations, influencer partnerships, and the flagship Pulse Feast event—and the Fundelentil Tour, a cross-country activation that turned lentil education into an immersive consumer experience combining food trucks, chef collaborations, and social storytelling.

Results

• ✓The integrated effort earned national media attention across major outlets
• ✓Multiple industry awards
• ✓Measurable gains in consumer awareness and perception of pulses
• ✓Over time, pulses evolved from niche ingredients to everyday choices on Canadian plates

Challenge

Needed to maintain market leadership and consumer preference in the German market in the face of increasing competition from alternative nuts and changing nutritional narratives.

Solution

Deployed synthetic consumer research to rapidly understand German consumer perceptions, validate messaging, and inform positioning strategies. Delivered actionable insights that traditional research methods would take weeks to uncover.

Results

• ✓Delivered consumer insights in days vs traditional research timelines
• ✓Supported evidence-based communication strategies for German market
• ✓Enhanced understanding of German consumer decision factors
• ✓Informed long-term market positioning approach

Challenge

Premium greenhouse grower needed to differentiate in crowded produce market and communicate sustainability story effectively to retailers and consumers.

Solution

Developed comprehensive brand strategy, messaging framework, and go-to-market communications. Created content that bridges B2B (retail buyers) and B2C (consumer) narratives around quality, sustainability, and local production.

Results

• ✓Established clear brand positioning in premium produce segment
• ✓Developed compelling sustainability narrative for retail partnerships
• ✓Created scalable content framework for ongoing marketing efforts

Challenge

Trade association representing major spirits brands needed strategic insights and communications support during evolving regulatory landscape and changing consumer attitudes toward alcohol.

Solution

Deployed synthetic consumer research to rapidly understand shifting consumer perceptions and market dynamics. Provided strategic counsel and communications strategy to support industry advocacy and consumer education initiatives with data-driven insights.

Results

• ✓Delivered rapid consumer insights on beverage trends and perceptions
• ✓Supported evidence-based policy communications
• ✓Enhanced industry understanding of market dynamics
• ✓Enabled faster response to regulatory and market changes

Challenge

Just Vertical was entering a new phase of growth, shifting from consumer awareness toward broader B2B, institutional, and humanitarian applications of its vertical farming technology. While the company had compelling real-world deployments, it lacked established media relationships and a consistent presence in industry conversations across agtech, sustainability, and food security. The challenge was not a single announcement, but building credibility over time—establishing Just Vertical as a trusted voice and ensuring the company was visible, relevant, and accessible to media in Canada and internationally.

Solution

We designed a phased media relations strategy focused on participation, not just placement. Rather than relying solely on traditional news coverage, the program emphasized podcasts, trade publications, blogs, newsletters, op-eds, and expert commentary—embedding Just Vertical into ongoing industry dialogue. The strategy prioritized relationship-building, consistent outreach, and spokesperson visibility, recognizing that geography is no longer a barrier and that a Canadian company can shape global conversations when the story is relevant. Over the course of the engagement, we developed multiple strategic story angles, built custom trade and niche media lists, coordinated interviews across media formats, and supported Just Vertical's leadership through ongoing media readiness. Early campaigns focused on partnerships, innovation, and industry insight, laying the groundwork for the flagship campaign: the launch of a vertical indoor farm in Moldova, supporting Ukrainian refugees and local communities through a collaboration with GlobalMedic.

Results

• ✓The program exceeded the original scope of work and delivered sustained visibility across international, national, and trade media
• ✓Just Vertical secured coverage in leading agtech and vertical farming outlets, Canadian national and regional media, European publications, podcasts, and industry platforms
• ✓Culminated in widespread attention for the Moldova project, supported by an award-winning short documentary
• ✓Most importantly, the work established Just Vertical as a credible, visible participant in global conversations around vertical farming, sustainability, and food security—creating a durable media footprint that continues to support future growth, partnerships, and opportunities

Challenge

NWC Wild Rice, a 100% Métis-owned company representing seven northern communities, produces Canadian wild rice using traditional stewardship practices. Despite its cultural, nutritional, and environmental value, the category was poorly understood and largely treated as a commodity. The challenge was to clarify its value, align diverse stakeholders, and support commercial growth across domestic and international markets.

Solution

We partnered closely with NWC's leadership to build a strong strategic foundation before scaling outward. Our work combined deep consumer and market analysis with hands-on commercial and trade support, ensuring brand positioning, pricing, and channel strategy were aligned with real-world sales opportunities. The engagement included comprehensive consumer and competitive analysis, brand foundation development, stakeholder alignment, market positioning, pricing and channel strategy, and brand and packaging direction. We supported retail and foodservice positioning, conducted retail audits, assisted with international trade missions and buyer engagement across Europe, the U.K., and North America, and provided ongoing sales enablement, funding pathway support, and executive advisory.

Results

• ✓The work repositioned NWC Wild Rice as a premium, Indigenous-owned brand with a clear global value proposition
• ✓Supported major sales discussions and expanded international visibility
• ✓Established a durable strategic foundation for future branding, marketing, and distribution
• ✓Most importantly, it helped elevate Canadian Indigenous-harvested wild rice—ensuring it is recognized, respected, and valued in global markets