Canada Brand: Bet It's Extremely Good!

Canada Brand is a trade promotion initiative of the Canadian Ministry of Agriculture, collaborating with around 800 Canadian agri-food businesses and associations to promote Canadian culture and cuisine. Despite offering a wide range of high-quality products, the brand faces challenges such as low awareness of Canadian food products and underutilisation of the brand asset audit in the Vietnamese market.

To raise awareness of Canadian Brands in Vietnam, we have developed a strategy to promote the distinctiveness of Canadian food products, unify Canada's diverse agricultural, food, and seafood industries, and strengthen Canada's global reputation for producing safe, high-quality, and sustainable food.

We have also developed a positioning - Affordable premium products for gathering occasions - and consolidated the five core values of quality, innovation, diversity, food, and sustainability into a single, powerful tagline - "Canada, Ca La Da!" (Canada, Bet It's Extremely Good!) - which is a clever reminder of Canada and represents the assurance that Fresh & Quality Canadian foods can bring a "Yes" feeling to every meal or reunion.

To enhance brand recognition, we have expanded its visual identity by creating a young and consistent visual identity along with a logo applicable across multiple touchpoints. The iconography set extends from the continuous line and can be further expanded and used in many publications, such as posters, websites, carousel ads, qualified stickers, magazines, and signage.

For the 1st Launching Campaign in Vietnam, we have introduced the "CANADA FOOD MAP TOUR" to immerse visitors in Canadian culture and cuisine, aiming to meet the post-pandemic demand for healthy, high-quality, and affordable food products. The Campaign's Key Visual draws inspiration from the fusion of the renowned Canadian flag and distinctive moments of Vietnamese dining, and the event has gained 31 coverages with an estimated PR value of $88,365 CAD.

In summary, we aim to raise awareness of Canadian culture and cuisine in Vietnam by promoting the distinctiveness of Canadian food products and developing a strong visual identity and tagline.