In an effort to create awareness for the Fresh From Florida brand in Ontario and Quebec, LiveWell Marketing launched an experiential campaign, which focused on retail and event marketing. We wanted to communicate that Fresh From Florida is a reliable, premium, and high-quality choice of produce for Canadians. One of the primary goals was going beyond just giving consumers a taste of something from Florida—we wanted them to feel and see the idea of Florida at various locations. The visual look of the truck, trailer, tent and retail setting all evoked a “Florida sunshine” feel and drew people’s attention to the activations.
The Here Comes Florida! campaign also participated in the Heart and Stroke Foundation’s Ride for Heart in Toronto and the Mountain Equipment Co-op Run in Montreal. Events that targeted consumers who were focused on health and wellness were selected and healthy recipes using Florida produce were created by a chef…when people tasted them it blew their mind!
Overall, this campaign was a huge success, generating a lot of buzz from key stakeholders in the produce industry.
- Category: Experiential
- Client: Florida Department of Agriculture
- Date: May-June 2018
- Program: Here Comes Florida!/Voici la Floride!