Hello Canola: Growing Momentum, Growing Connections

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As another growing season begins, Alberta Canola is excited to share how the National Canola Marketing Program (NCMP) is continuing to build nationwide consumer trust, one upbeat touchpoint at a time. Now in Year 3, the Hello Canola campaign is stronger than ever, connecting with urban millennial Canadians and shining a bright spotlight on one of Canada’s most important crops.

WHY THIS CAMPAIGN MATTERS FOR GROWERS

Hello Canola isn’t just a fun, friendly marketing effort, it’s a strategic investment in long-term consumer confidence. By meeting Canadians where they spend their time and speaking in the language and formats they prefer, this campaign helps shift public perception from “I’ve heard of canola” to “I’m proud to choose Canadian canola.” Every positive impression contributes to stronger trust in the crop you grow, strengthens our domestic market, and boosts long term demand.

WHY THIS MATTERS ON THE FARM

  • Builds consumer trust
  • Strengthens domestic demand
  • Supports long-term market stability
  • Reinforces domestic Canadian pride in canola

CAMPAIGN PERFORMANCE THAT TURNS HEADS

So far, this year’s paid media performance is turning out to be exceptional. Across platforms like Cluep, Pinterest, and paid search advertising, results are outperforming industry benchmarks. Video view targets have already been surpassed, and paid advertising is driving high intent engagement with standout clickthrough rates.

One of the biggest wins is Sponsored Content, which has delivered over 15 million impressions, exceeding performance goals by more than 4,000 percent.

Lifestyle-focused content continues to resonate with digital audiences, especially in a cost-conscious environment where consumers are seeking practical, trustworthy guidance. Building on these results, NCMP is refining and optimizing creative formats for the next phase, doubling down on what works, especially short-form video on Pinterest, which remains a top performer.

HELLO AGAIN, ABBEY SHARP

A great message becomes even stronger when delivered by a trusted voice. That’s why we’re thrilled to welcome back Registered Dietitian Abbey Sharp, a well-known and credible nutrition communicator with a highly engaged audience. Through a new partnership with Corus, Abbey is bringing approachable, delicious inspiration straight into Canadian homes. Her first segment aired on November 22, perfectly timed alongside the beloved Hallmark Holiday lineup.

Her campaign involvement includes:

Television

  • Hosted segments on W Network
  • Connected TV ads featuring the Hello Canola hero video

Digital

  • Corus-distributed pre-roll on targeted websites
  • YouTube and network cutdowns for broader reach

Social

  • Dedicated social clips pushing viewers toward the full segment

The segment will air twice more, and this spring, Abbey will join Noah Capp on the Flavour Network, just in time to share a wholesome, canola-friendly twist on carrot cake. Abbey’s approachable style, expertise, and existing trust with millennial women make her a perfect fit to carry canola’s story forward.

BRINGING CANADIAN CANOLA TO CANADIAN VOICES

Looking back on Year 2 of the Hello Canola campaign, which reintroduced audiences to our energetic hero character, Canadian Canola, supported by a vibrant network of social creators. The goal remains simple and strategic, turning urban millennials’ apathy into genuine enthusiasm by highlighting canola’s versatility, sustainability, and proudly Canadian roots.

If you haven’t personally seen the campaign yet, that’s okay. The target audience is not growers, but the consumers whose trust supports our industry’s long-term strength.

Watch the Hello Canola Year 2 in Review video below:

National Canola Marketing Program

The National Canola Marketing Program (NCMP) was established to promote market development activities as outlined by our respective provincial acts and to make canola knowledge, use, and support a near-universal fact.

Funded by Alberta Canola, SaskOilseeds, and the Manitoba Canola Growers Association, the program operates under a steering committee. NCMP strives to build a positive reputation for canola, shifting the Canadian mindset from apathy to love for this essential crop.