ARCTIC GARDENS

Despite being Canada’s largest frozen vegetable processor, Arctic Gardens only had a 7% share in Ontario, the largest market, where Green Giant dominates.

The Arctic Gardens campaign had to differentiate it from the competition in a market where the brand is relatively unknown and where the media landscape is cluttered, and also where there’s low consumer engagement in the category and high price sensitivity.

The campaign appealed to urban moms to reach the target: kids and dads. The target was the type to only empty one side of their plate – the meaty side. Some would go out of their way to avoid having their meat even touch vegetables.

So the message concept was: Arctic Gardens goes great with meat. TV built on the insight and tells meat-lovers that Arctic Gardens vegetables are the best “sides” for their meals. A spot illustrated the tagline “Goes great with meat. The vegetables that make you love vegetables” in an exaggerated way: Arctic Gardens veggies are so good that even a yeti –the famed carnivore that loves meat more than anything – will go out of its way to have them at mealtime.

The results far exceeded expectations with 5% market share increase, and Ontario sales soared 49%. Brand awareness in Ontario increased 6%, from 40% to 46%, and the commercial won a Grand Crea award.