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outdoor campaign
Edge used outdoor mediums, as part of a multi media campaign, ‘The Family Behind the Farm,’ to build emotional connections between the urban public and pork producers. The heart felt moments portrayed in the chosen situations are immediately felt by the viewer without having to analyze or think about the overall message. It puts producers and urbanites on the same emotional level.
This campaign utilized television, radio, outdoor, transit, online and social media
to build these connections.
Focus group testing revealed an overwhelming success of connecting the urban public with pork producers, and therefore creating a neutral environment for subsequent
key messaging.
website development
Following through on the Manitoba Pork Council’s ‘Family Behind the Farm’ campaign, the Family Behind the Farm website was developed. Non producers are encouraged through the multi media campaign to visit this website to meet Manitoba’s pork producer families. By being able to follow the everyday lives of the farming families, connections are being built between farmers and non farmers.
television advertisements
Edge developed various targeted TV spots for popular television programming as an important component to the ‘Family Behind the Farm’ campaign. Focus group testing revealed an overwhelming success in connecting the urban public with pork producers, and therefore creating a neutral environment for subsequent key messaging.
Retail-based campaigns continue to brand Manitoba pork as a local product that is the world’s best. Building on the relationship with the Manitoba Moose, sponsorship is used to build the local/global theme of the client's brand. Food related spots continue to promote the local/global brand and drive viewers to the client's websites for recipes and information.Traffic to the recipe pages of the client's website increase substantially during the campaign.
Watch the videos.
sponsorship initiative
Sponsorship of sporting events is a big part of Manitoba Pork Council’s mandate.
Edge works with MPC to ensure the ‘biggest bang for its buck’ as well as ensuring the Manitoba Pork brand is successfully consistent in communicating the commitment that the industry has to healthy active living.
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branding campaign
Edge rebranded the existing community of Pritchard Farm Southlands Village. After research into the benefits of living in a community that offered the unique combination of a custom design single family detached home and carefree condominium lifestyle, a target segment was determined as well as the brand promises. Edge developed the tagline, a print advertisement template, website, and print collateral that can be used as sales tools by the participating home builders. Each element reinforces corporate brand, educates prospects, promotes uniqueness of the product, and encourages communication with the participating builders.
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branding campaign
Edge was hired to develop a print advertisement template to be used to brand the client as part of its strategy of advertising within specialty trade publications in which it is active. By researching and focussing strictly within these targeted industries, Edge developed a tagline and easily customized template.
As a secondary focus, the campaign further communicates Aikins’ commitment to the province.
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outdoor campaign
Working within the national theme, Edge conceptualized and developed this sales package in which the sales team can easily customize based on the prospect’s specific needs.
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logo & tagline
Creating the brand promise is the catalyst for all future communication. Edge’s understanding of providing the Town of Carman with a brand promise that can be evolved to communicate the positive benefits of living, visiting and doing business within the community, was imperative. The promise of “bloomin’ great” is an open ended statement that can developed and directed to any target segment.
The icon is a stylized blossom, portraying an enthusiastic community, while specifically reinforcing Carman’s potato blossom connection, as well as acknowledging Carman’s existing successes within the nursery industry.
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in-store signage
As a fun trendy, yet sophisticated restaurant, Fude Restaurant looked to Edge to create fun table talkers that would fit the restaurant’s persona, while building awareness and drive bookings for specific days of the week.
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loyalty & direct mail cards
In keeping with the trendy upmarket nature of Fude Restaurant, Edge designed the cards and developed the messages to speak directly to the Fude clientele, reminding them that Fude is an important part of their lifestyle.
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recipe cards
Pork Marketing Canada asked Edge to design a series of recipe cards for distribution throughout Canada. These seasonal recipe cards drive a desire for the pork item that they feature. The cards follow a simple layout that clearly display the recipes and provide a fact about cooking pork and its health benefits within your diet.
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media package
Edge worked with Organza Market to reposition it from a relatively unknown corner store to an industry leader in a new and greatly expanded location. To create media awareness, Edge developed a media package that was delivered as a teaser over a three week period. The final package pulled all the components together with the individual teaser components building interest and excitement amongst the media regarding Winnipeg’s first full sized organic grocery store.
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annual report
Edge designed the annual report using layout, design and images to communicate the health of the industry at year end, and the positive strides that industry is taking to ensure a healthy future.
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tradeshow booth
Edge updated the MPC logo to better represent the industry and developed a tag line that would speak to both industry and consumer. Using the new tagline as the backdrop, Edge designed three different show booths to speak to three different industry areas; to promote Manitoba’s pork industry as a big employer with vast career opportunities, another to promote specific council initiatives and programs into the industry itself, and finally, a consumer targeted show booth used primarily to promote Manitoba produced pork as an excellent food
choice.
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social media
Edge uses social media to promote Manitoba’s pork industry and as an extension of traditional campaigns through social media networks to various target audiences.
branding campaign
Within the competitive home building industry, Edge was asked to develop a branding campaign that would set the client apart from its competitors. It is true for many home builders that they are award winning through the provincial home building industry association, however, no other builder was promoting it. Edge saw this as an opportunity to own this message and developed a multifaceted campaign around it; including traditional print, online, through social media and at point of purchase within the showhome environment.
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information brochure
Edge conceptualized and developed this information piece for Manitoba’s home building industry. It is used to encourage the end consumer that building a home in an unstable marketplace by speaking directly to the consumers’ emotions and outline positive statistics as to why now is the best time to build.
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corporate identity
Edge conceptualized and developed the corporate identity with the focus of giving new life to a tired looking organization and to make it more attractive and relevant to the target audience of young, new entrepreneurs.
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