BRAMPTON, Ont. — The marketing campaign behind the search for Ontario’s Best Veal Sandwich 2018 has earned the Ovation Award of Merit from the Toronto chapter of the International Association of Business Communicators (IABC).
“We are very proud to have the search for Ontario’s Best Veal Sandwich recognized by the IABC,” says 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.”
Led by Edana Integrated Marketing and the Veal Farmers on Ontario (VFO), the 2018 campaign was honoured for its social media strategy. The contest, 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.
“The search for Ontario’s Best Veal Sandwich leveraged the benefits of social media to ignite a positive conversation among Ontario consumers,” says Cara Ferguson, president at Edana. “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.”
Edana and the VFO are currently on the hunt for 2019’s maker of Ontario’s Best Veal Sandwich and the next champion will be crowned at Toronto’s historic Lawrence Market on June 15, 2019.