The 2017 I Love campaign
Guests were welcomed by QPMA board president Roland Lafont (Verger St-Paul), event chairman Marc-André Chenail (Fermes du soleil), and QPMA interim CEO Johanne Desrochers. During the evening, guests enjoyed a sneak preview of new initiatives for the “I love 5 to 10 servings a day” campaign, which will run with the “Put your heart into it” signature for a second consecutive year. The 2017 campaign returns to TV with more fresh flavour than ever, including 15-second spots and integrated ad banners on the Radio-Canada main channel and specialty channels like ARTV, RDI, and Explora from April 10 to May 14. At the same time, the ad banners gain visibility online at high-traffic websites like Ricardo.ca, tou.tv, lapresse.ca, and social media as well, through Facebook ads and videos.
The Spring Cocktail helped raise over $20,000 for the “I Love” campaign. Since its original launch in 2004, the campaign has developed and distributed a wide assortment of simple, practical tips to get Quebecers interested in eating more fruits and vegetables. Audiences can find these at the “I Love” website – bushels of information about fruits and veggies, their special benefits, and what a “serving” means, plus food guides, adaptable information tools, and favourite recipes by produce industry professionals. The campaign also has a lively Facebook page that’s packed with tantalizing food facts and practical advice for a supportive community of more than 19,000 fans.
For over 10 years, the “I Love” campaign has carried its message about the importance of eating fruits and vegetables, including the first generic promotional campaign for fruits and vegetables in Quebec, and also managed to get the entire industry on side. This has been a major team effort, and we sincerely thank our members and our valued partners for their trust and support, which are really the basis for the “I Love” campaign’s success.
Many thanks to all our guests, and to our valued sponsors: Farm Credit Canada, Prince Logistic Services, Mas & Fils Jardiniers, Robinson Fresh, Agripak 2M, S&S Forwarding, Chenail Import Export, Fermes du Soleil, Maritime Paper Products, Flexipak industries, Jardins A. Guérin and Kilo Systeme.
About the QPMA
Founded in 1947, the Quebec Produce Marketing Association (QPMA) is a nonprofit organization that brings together members from every sector of the produce industry, working in close synergy with them and with its various industry partners. The QPMA works to create a favourable environment for the development of fruit and vegetable marketing in Quebec, plays a leadership role in promoting fruits and vegetables, and represents and defends the best interests of its members with government and industry.
- 30 –
Information and photos:
Maude Ménard-Labrecque
Communications and Events Coordinator
QPMA
514-355-4330, extension 226
mmenard@aqdfl.ca
