Buy Canadian Campaign

Trade Agreement: CETA / CFTA
Tendering Procedures: The bidder must supply Canadian goods and/or services
Competitive Procurement Strategy: Best Overall  Proposal
Comprehensive Land Claim Agreement: No
Nature of Requirements: 

AAFC - Buy Canadian Campaign

01B68-200788/A
Ivany, Chris
Telephone No. - (613) 993-0048 (    )
Fax No. - (613) 949-1281 (    )

Budget 2019 committed an investment of $25million over five years for Agriculture and Agri-Food Canada (AAFC) to develop a national approach to better connect Canadians with and instill pride in Canada’s food system and its agriculture, food and seafood products which is part of the new Canada’s Food Policy. 

The Buy Canadian Promotion Campaign will be a coordinated national approach led by AAFC and will:
• tell the story of, and build pride in, Canada’s food sector and highlight the advantages of its products;
• increase confidence by providing transparency on where and how food is made;
• showcase federal and sector investments to continuously improve production practices and Canada’s food system; 
• gain recognition for the work of Canadian producers and build public trust; and,
• promote Canadian products on the domestic market.

The campaign will include the following components:
• refreshing the Canadian Food and Agriculture Sector Brand (Canada Brand) imagery, messaging and promotional products;
• working with industry and the Canadian Food Inspection Agency (CFIA) to make it easier for Canadians to accurately identify Canadian food products when shopping (Product of Canada Guidelines); 
• working with industry and consumers to consider where assurance systems and other public trust efforts can help support the brand; and
• developing and implementing a marketing strategy.
The development and implementation of a marketing strategy will be the main focus of the requirements for this project. Services for a social marketing and advertising campaign are required from the date a contract is awarded until March 31, 2021, with three (3) possible extensions of one (1) year up to March 31, 2024. 

The annual media buy budget is estimated to be between $1,500,000 - $4,000,000. 

The requirement is subject to the provisions of the Canadian Free Trade Agreement (CFTA).

The requirement is limited to Canadian services.

More information on the advertising practices of the Government of Canada can be found at:
http://www.tpsgc-pwgsc.gc.ca/pub-adv/index-eng.html

All inquiries regarding aspects of this request for proposal should be e-mailed to: christopher.ivany@pwgsc-tpsgc.gc.ca.

Solicitation documents must be obtained through BuyandSell.gc.ca

The Crown retains the right to negotiate with suppliers on any procurement.

Documents may be submitted in either official language of Canada.

More information is provided in the Request for Proposal.

Delivery Date: Above-mentioned

The Crown retains the right to negotiate with suppliers on any procurement.

Documents may be submitted in either official language of Canada.