Univar is a pillar in Canadian agriculture and a long-time business partner to independent retailers in the sector. However, changes in the marketplace caused public perception to shift. The company realized they needed to start actively marketing to support the independent retail sector.
ON recommended placing an ad in Top Crop Manager. With a circulation of 27,110, it is a well-respected magazine among professional farmers and industry professionals in Western Canada. Working within the company’s brand guidelines, it was a key element of an overall public awareness campaign to help showcase Univar.
The ad caught the industry’s attention and was well-received. It reinforced Univar’s brand in the Western Canadian marketplace and communicated the company’s long-standing commitment to Canadian agriculture. The independent retails instantly felt connected and Univar’s brand elevated.