EXECUTING AGENCY FOR CANADA BRAND MARKETING PILOT IN VIETNAM

This bid solicitation is being issued to satisfy the requirement of Agriculture and Agri-Food Canada. It is intended to result in the award of one (1) contract from contract award to March 31, 2024.

While Canada is perceived positively in Vietnam, a limited awareness of specific Canadian food and beverage products or brands in the market persists. To expand Canadian food & beverage products’ presence in the market, a refreshed Canada Brand will be launched in Vietnam in 2022-2023 and 2023-2024 that will feature a targeted digital and ecommerce marketing consumer campaign.

The Objective:

1. To leverage the refreshed Canada Brand and a positive international image of Canada as a supplier of safe, high-quality food from a pristine, sustainable environment made by trustworthy people.
2. To grow consumer awareness, drive demand for, and generate increased sales of Canadian food products in Vietnam, particularly those available on the Canada Showcase of the selected ecommerce platform.

   Targeted Products: 1) Secondary agriculture and processed foods and beverages, including products such as maple syrup/sugar, honey, vegetables, dried and frozen fruits, cuts of meat, confectionery, prepared meals; 2) Processed fish and seafood; 3) Alcoholic and non-alcoholic beverages; 4) Functional foods, and health and wellness products that are widely considered food.

   Excluded and out of scope: Commodities such as bulk wheat or live animals; agriculture or fishing industry machinery and tools; food service and meal delivery platforms (e.g. UberEats); agri-food technology; and food packaging.