Ontario Greenhouse Vegetable Growers (OGVG) has recently been honored with the prestigious Marketing Excellence Award from Produce Business for its standout ‘Greenhouse Goodness’ campaign. The campaign’s creative use of airport advertising has not only showcased the value of greenhouse-grown produce but also raised awareness about Ontario’s significant role in North America’s agricultural landscape.
Innovative Marketing Strategies
The ‘Greenhouse Goodness’ campaign was one of 15 award-winning projects selected from a pool of 40 nominees. The campaign utilized a floor-to-ceiling takeover at Windsor International Airport, employing a mix of packaging, retail displays, social media, influencer partnerships, and educational messaging to capture the attention of both residents and visitors. This strategic approach aimed to bridge the gap between consumers and the greenhouse vegetable industry, highlighting the unique strengths and value propositions of Ontario’s greenhouse produce.
According to OGVG, the campaign was designed to inform the public about the extensive network of greenhouses in Ontario, the achievements of local growers, and the innovative practices adopted in the sector. The goal was to increase awareness about the health benefits of greenhouse vegetables and the sustainable growing practices employed by Ontario’s farmers.
Impact on Local and Regional Awareness
The airport campaign serves as a powerful introduction to Ontario’s greenhouse sector for travelers and local residents alike. As Richard Lee, OGVG’s Executive Director, noted, “Our decision to promote ‘Greenhouse Goodness’ at the Windsor airport is only one example of our efforts to showcase the benefits of Ontario-grown greenhouse produce across North America.” This initiative not only highlights the economic contribution of greenhouse vegetables but also underscores their role in supporting food security and regional vitality.
The campaign’s success is attributed to its ability to engage with diverse audiences through multiple channels, effectively conveying the advantages of greenhouse-grown produce. By leveraging high-traffic areas like airports, OGVG successfully reached a wide audience, raising the profile of Ontario’s agricultural achievements.
The ‘Greenhouse Goodness’ campaign by Ontario Greenhouse Vegetable Growers exemplifies how innovative marketing strategies can elevate the visibility and appreciation of agricultural sectors. The recognition received through the Marketing Excellence Award reflects the campaign’s effectiveness in promoting the benefits of greenhouse vegetables and the importance of sustainable farming practices. As the campaign continues to influence public perception, it sets a benchmark for future agricultural marketing efforts.
