A "Buy Canadian" advertising campaign focusing on local food and the national agricultural system will be rolling out in the coming months, the federal government said Tuesday.
Agriculture Minister Marie-Claude Bibeau issued a statement confirming the general aim of the campaign that's expected to roll out this summer.
"We are investing $25 million to the "Buy Canadian" campaign to build consumer confidence and pride in Canada's food producers and highlight the advantages of their products," Bibeau said. "Consumers in Canada can be extremely proud of Canadian producers, who continue to innovate to meet the growing demand for food, while finding solutions to challenges such as environmental sustainability."
The request for proposal, which gives interested companies until Feb. 18 to submit a pitch, indicates the government is committing to a five-year "social marketing" campaign to give Canadians a better understanding of the country's agriculture system and educate them on what constitutes Canadian food. The successful bidder will be hired for a year ending next March, with the possibility of extending the contract for up to three more years.
The government proposes spending between $1.5 million and $4 million a year on media advertising for the campaign, which will use digital platforms as the primary means of communication.