In a bid to build the brand of Prairie wheat at home, the Canadian Wheat Board and Robin Hood flour have launched what the CWB calls its first major national foray into co-branding.
The promotion will include a wheat quality message and label (“Canadian wheat makes it good” with the CWB logo set in a maple leaf) to be printed on five million bags of Robin Hood flour, starting in January.
It will also include about 3.5 million “Baking is Back” recipe booklets, now being inserted in retail magazines and distributed at grocery stores. Online contests and in-store displays will also be part of the promotion.
This initiative is the first of its kind for both partners, the CWB said, and is meant to raise awareness of the quality of Prairie wheat. “Just as Florida has its oranges and California its raisins, we want to make Western Canada synonymous with wheat,” said CWB CEO Greg Arason in a release.
The CWB noted that the campaign builds on surveys showing consumers’ desire to eat identifiable Canadian-grown food, and on surveyed farmers’ support for the idea of branding Prairie wheat.
“We know Canadian consumers also feel supportive of Prairie farm families, so this is a natural partnership,” said Cheryl Malton of Smucker Foods, owners of the Robin Hood brand.
The CWB also recently developed a web site promoting Prairie wheat and including content from Robin Hood.