As another growing season begins, Alberta Canola is excited to share how the National Canola Marketing Program (NCMP) is continuing to build nationwide consumer trust, one upbeat touchpoint at a time. Now in Year 3, the Hello Canola campaign is stronger than ever, connecting with urban millennial Canadians and shining a bright spotlight on one of Canada’s most important crops.
WHY THIS CAMPAIGN MATTERS FOR GROWERS
Hello Canola isn’t just a fun, friendly marketing effort, it’s a strategic investment in long-term consumer confidence. By meeting Canadians where they spend their time and speaking in the language and formats they prefer, this campaign helps shift public perception from “I’ve heard of canola” to “I’m proud to choose Canadian canola.” Every positive impression contributes to stronger trust in the crop you grow, strengthens our domestic market, and boosts long term demand.
CAMPAIGN PERFORMANCE THAT TURNS HEADS
So far, this year’s paid media performance is turning out to be exceptional. Across platforms like Cluep, Pinterest, and paid search advertising, results are outperforming industry benchmarks. Video view targets have already been surpassed, and paid advertising is driving high intent engagement with standout clickthrough rates.
One of the biggest wins is Sponsored Content, which has delivered over 15 million impressions, exceeding performance goals by more than 4,000 percent.
Lifestyle-focused content continues to resonate with digital audiences, especially in a cost-conscious environment where consumers are seeking practical, trustworthy guidance. Building on these results, NCMP is refining and optimizing creative formats for the next phase, doubling down on what works, especially short-form video on Pinterest, which remains a top performer.
HELLO AGAIN, ABBEY SHARP
A great message becomes even stronger when delivered by a trusted voice. That’s why we’re thrilled to welcome back Registered Dietitian Abbey Sharp, a well-known and credible nutrition communicator with a highly engaged audience. Through a new partnership with Corus, Abbey is bringing approachable, delicious inspiration straight into Canadian homes. Her first segment aired on November 22, perfectly timed alongside the beloved Hallmark Holiday lineup.
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