Canada Brand, a representative of the Canadian Ministry of Agriculture, engages in a number of trade promotion initiatives with customers to highlight the distinctive culture and cuisine of Canada.  

The Canada Brand is currently working with approximately 800 Canadian agri-food businesses and associations to enhance their local and international promotions. They offer a wide range of high-quality products, including meat, seafood, agricultural products, and retail-ready items.    

Context:  

As competitors enter the expansion and maturity stages in the Vietnamese market, the Canada Brand is still in the entry stage, focused on building brand awareness through its name and emphasizing its quality and unique attributes.    

Challenges:  

While many Vietnamese people hold a favorable view of Canada, their knowledge of Canadian culture and cuisine is limited.  

- Low awareness of Canadian food products  

- No signature restaurants or stores for Canadian food products  

- Importers and retailers have not made much effort to promote Canadian products.

To rapidly and effectively raise awareness among Vietnamese consumers, we consolidated the five core values of the Canada Brand (quality, innovation, diversity, food, and sustainability) into a single, powerful message: CANADA, CÁ LÀ ĐÃ!    

- The first term helps to increase awareness and create an immediate impression of Canada when communicating with customers directly and memorably  

- The second term is a word play from "Canada" into an exclamation expressing satisfaction, joy, and excitement when people are sure they will have an enjoyable experience. This sentence can be easily used in daily dialogue and has a similar pronunciation to Canada in Vietnamese    

The Tagline is a clever reminder of "Canada" and simultaneously represents the assurance that Fresh & Quality Canadian foods can bring a "Yes" feeling to every meal or reunion with relatives and friends.    

Connecting brand elements is crucial, and the original Brand Audit identified the continuous line as an essential component. However, despite featuring in the branding video, it has not been utilized in other formats to enhance brand recognition.    

Creative Direction: A young & consistent visual identity along with the logo applicable on multiple touch points  

- Keep the same spirit of original branding  

- Express more about Canadian Diverse Cuisine & Fresh Foods  

- Expand Design elements to multi-apply on different touch points without losing identity sign

Our aim is to acquaint visitors with the Canada Brand by immersing them. in Canadian culture and cuisine through the "CANADA FOOD MAP TOUR." The comprehensive menu, comprising four primary food categories of the Canada Brand, will guide visitors through the most renowned Canadian regions and cuisines while highlighting the core values that the Canada Brand embodies for everyone.    

The Key Visual draws inspiration from the fusion of the renowned Canadian flag and the distinctive moments of Vietnamese dining.    

1. BRAND CAMPAIGN  

Objective: to Create Brand Awareness for Canada Brand in Vietnam    

1.1. Brand Campaign 01: Launching Campaign  

All events and programs within the Branding campaign aim to create mass awareness for partners and consumers, in which the event in collaboration with the Food Community Yêu Bếp has achieved notable results within this 2.1 million members community.    

Some outstanding activities include:  

- On May 11th, in Ho Chi Minh City, the Canadian Government and Markus Agency officially launched an event to introduce a digital campaign "Canada, Bet It’s Extremely Good!" aimed at helping Vietnamese consumers easily access Premium and high-quality Canadian food products at reasonable prices.  

- We also cooperated with many influential people in the Vietnamese market to increase consumer awareness of high quality products. The gift box is designed for famous influencers in the food and lifestyle industry, such as Dino Vu on the Youtube platform, Ngoc Khanh Day, Ong Anh Thich Nau An, Tron Mama, and Hai Yen Babe on the Facebook and Tiktok platforms.    

1.2. Brand Campaign 02: National Day  

We celebrated Canada Day on July 1st, 2023, with a special video featuring Chef Nguyen Manh Hung, the ambassador of Canadian food in Vietnam.    

In this exciting video, Chef Hungazit unboxes a gift box from Canada that is filled with premium-quality food products, such as maple syrup, black Angus striploin, red lentils, green beans, and oats - all of which offer a delicious and nutritious culinary experience.    

1.3. Brand Campaign 03: Festive Season  

We have the following main activities:  

- Livestream as a host with a few KOLs or with friends who are also chefs to create a year-end gathering, cook together, and share Canadian culinary experiences  

- Participate in the year-end party event  

- Post/Video on Chef's channels about Canadian food      

2. ECOMMERCE CAMPAIGN  

Objective: To support partners of Canada Brand in Vietnam in terms of Ecommerce sales    

To support Vietnam-Canada import-export businesses and sellers in Vietnam to develop their markets and reach diverse customer groups, the Canadian government has planned to collaborate with Shopee since the beginning of 2023 to promote Canadian products on the e-commerce platform. This event marks the first milestone for high-quality products with clear origins from Canada to reach Vietnamese consumers on the largest e-commerce platform in Vietnam - Shopee.    

We organized 4 shopee campaigns, attracting the participation of 17 qualified partners. Revenue as well as traffic during the 2nd Campaign have seen significant fluctuations.    

The promotional programs on Shopee featured the participation of the top 6 import businesses with their key Canadian products in Vietnam, including seafood, beef, ginseng, maple syrup, and various products made from maple trees, dried nuts, and fruits, with a total of over 50 product varieties.      

3. PARTNERS COLLAB  

Objective: To support key partners of Canada Brand to run their campaign communication    

Canada Food has collaborated with key partners such as TTC, Thuy Anh Fruits, Royal Seafood, Homefarm and major distribution channels such as Big C, AEON, and Annam. This event has been well-received by partners and end consumers, and has shown positive signals in terms of sales at the point of sale after the event (TTC-BEEF has experienced a growth of 496% after 3 days of promotion)

OBJECTIVE:  

- To give the Canadian food and agriculture industry a competitive advantage and to raise the profile of and help differentiate Canadian food products from the competition  

- To bring together the diverse Canadian agriculture, food and seafood sector to build recognition and pride in Canadian products internationally  

- To reinforce Canada’s positive international image as a country with safe, high-quality food from a pristine, sustainable environment that is made by trustworthy people  

- To pursue new trade opportunities in high-growth emerging market    

OUR IMPACT:    

News Coverage: The launch event was a massive success, attracting significant attention from the media and resulting in widespread coverage. It was a testament to the event's impact and the importance of its message.    

Highlight platforms  

- Digital articles: Vnexpress, Thanh Nien,...  

- Printed articles: The Dot Magazine, Tuoi Tre,...  

- TV Channel: VTV, VTC,...  

- 71+ PR articles published    

KOLS Impact  

- Videos posted by KOLS with the main hashtag #Canada_CaLaDa on social media sites including Facebook, Tiktok, Youtube, and Instagram earn favorable results after 2 weeks.  

- 7.000.000+ video views  

- 270.794+ Total engagements    

Shopee:  

- 2700+ New Orders  

- Highest sales growth rate reached 496%