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Veal Farmers of Ontario (VFO) is a producer-run organization dedicated to promoting and enhancing a viable and competitive Ontario veal industry through
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The search for Ontario’s Best Veal Sandwich becomes an award-winning campaign!
Province-wide search earns edana and Veal Farmers of Ontario an IABC Ovation Award of Merit
BRAMPTON, ON May 30, 2019 – edana integrated marketing and the Veal Farmers of Ontario (VFO) not only found Ontario’s Best Veal Sandwich, but also earned kudos on the marketing campaign from the Toronto chapter of the International Association of Business Communicators (IABC). For building significant word-of-mouth for Ontario veal via social media, traditional media outlets and the foodservice trade the IABC Ovation Awards’ judging committee recognized the program with an Award of Merit in Marketing Communications.
The 2018 Search for Ontario’s Best Veal Sandwich targeted Ontario veal lovers, turning them into vocal brand ambassadors and advocates for their favourite sandwich spots. Consumers nominated their favourites via social media. Once securing 25 nominations the sandwiches were reviewed by a panel of judges. The contest, its celebrity spokesperson, John Catucci, host of You Gotta Eat Here! on Food Network Canada, ongoing social content and the final head-to-head showdown created a platform that generated 129 restaurant nominations, 1.7 million social media impressions and an audience reach of 4.2 million in traditional media.
“We are very proud to have the search for Ontario’s Best Veal Sandwich recognized by the IABC,” said Jennifer Haley, Executive Director of the VFO. “This program has played a significant role in helping the VFO share positive stories about Ontario-raised veal cattle and provided a catalyst for increased veal sales and menu adoption within the foodservice industry.”
“The search for Ontario’s Best Veal Sandwich leveraged the benefits of social media to ignite a positive conversation among Ontario consumers,” said Cara Ferguson, edana’s President and Chief Firestarter. “Being able to leverage that positive dialogue as proof of public interest in Ontario veal among mainstream media and foodservice trade has really been the greatest success of the entire initiative.”
Not to rest on their laurels, edana and the VFO have been back on the hunt for 2019’s maker of Ontario’s Best Veal Sandwich since mid-March. The response has again been significant, with new restaurants from p