DuBreton has signed Strategic Objectives as its first public relations agency of record in English Canada as part of a move to increase awareness outside Quebec of its certified humanely raised and handled pork.
The objective is to highlight duBreton’s all-Canadian bonafides and establish a position as North America’s number-one producer of certified humane and organic pork, said Judy Lewis, executive vice-president of Strategic Objectives in Toronto.
“This is a real growth area and concern of consumers and [we] really want to highlight not only what they stand for and differentiate them from all others, but how this approach to animal welfare and certified humane and organic is really indicative of the great quality of the pork that they are producing,” Lewis said.
Strategic Objectives will lead a multi-faceted public relations and social media program to promote duBreton’s presence and awareness in English Canada. Outside Quebec, duBreton Rustic Farm Pork and Organic Pork products are sold at grocers such as Sobey’s, Longo’s and Whole Foods Market.
“It’s an all-Canadian company. I think Canadians will be interested in learning more about,” Lewis said. “We should support trailblazers and those companies that are trying to advance superior animal welfare as well as organics.”
On the French-language side, Rivière-du-Loup-based duBreton continues its 10-year relationship with PGPR, a PR firm in Montreal.
PGPR president Paule Genest introduced Strategic Objectives to duBreton, which interviewed several other agencies as well. Lewis believes Strategic Objectives’ experience in the naturals, organics and GMO-free markets helped it win the account.
“We believe Strategic Objectives is the perfect fit for duBreton because of their creative approach and proven ability to achieve business-building results within the food sector and for values-led brands,” said Claire Michaud, director of marketing communications at duBreton, in a statement.
Strategic Objectives has created its first consumer campaign for duBreton called “Quick & Healthy Choices.” It uses the hashtag #duBretonDelicious and features recipes and seasonal videos by chef and food trend expert Dana McCauley on YouTube, duBreton’s website, English-language Facebook and Twitter.
Lewis said the videos will be useful “because one of the things that we want to be able to highlight is a variety of different meal choices and snacks that can be made with humane pork products from duBreton. We felt that this was a very accessible way of delivering this information to home cooks.”
