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Canadian Wheat Board

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Branding and marketing

Prairie wheat is simply the best – we all know that. Now the CWB is telling the rest of Canada – and the world – about the superior quality of grain grown by western Canadian farmers. The CWB's producer survey shows that more than three-quarters of farmers support activities in Canada that promote western Canadian wheat as a unique, high-quality product and 86 per cent support international branding activities.

Branding your wheat

The CWB's Vice-President of Communications & Government Relations David Burrows explains the whys and hows of branding at the CWB:

Check out the exciting ways in which we are spreading the word:

Prairiewheat.ca

Prairiewheat.ca promotes the goodness of western Canadian grain to families from coast to coast. It employs a mix of recipes, kids' activities – including our latest online colouring activities – and fun facts to promote the benefits of Prairie wheat and to educate Canadians about grain farming.

Visit the Prairiewheat.ca Web site.

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Spring into Baking ´10

Robin Hood and the CWB have joined forces to distribute two great new recipe booklets for spring 2010, featuring quality foods made with 100-per-cent Canadian wheat flour. The recipe booklets, called Spring into Baking, can be found on store shelves featuring Robin Hood products in March 2010. One bookelet is being included with our April-May issue of Grain Matters, sent to farmers across the Prairies.. Continuing with our production partnership, Robin Hood and the CWB also profile the recipes and the "Canadian Wheat Makes it Good" message on our consumer Web sites: prairiewheat.ca and simplyhomemade.ca.

The recipe booklets have proved so popular that this year's campaign had to include a re designed booklet holder that holds more copies so the in-store display would not run out so quickly!

Each booklet contains four delicious new recipes that use flour and other fine Robin Hood products. Each booklet also contains a mail-in coupon for families to receive Agricolour, the CWB's new colouring book for kids. Agricolour contains drawings based on the CWB's crop-year calendar photos (all taken by western Canadian farmers), providing a fun way for Canadian children to learn about Prairie farm families.

Robin Hood is Canada's largest retail flour maker. Through our partnership, the CWB promotes the superior quality of western Canadian wheat and the expertise of Prairie farmers to consumers right across Canada.

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Simply Homemade Spring ´09

The Canadian Wheat Board and Robin Hood, the largest retail flour maker in Canada continue our co-branding partnership with the release of a new recipe and coupon booklet. Through this partnership, the CWB promotes the superior quality of western Canadian wheat and the expertise of prairie farmers to consumers right across Canada. About 1.5 million copies of Simply Homemade Spring '09 are being distributed to consumers through displays in leading grocery stores.

The booklet contains nine delicious recipes, and also contains a coupon that will allow families to receive Agricolour, the CWB's new colouring book for kids. Agricolour contains drawings based on CWB crop-year calendar photos, and will provide a fun way for Canadian children to learn about western Canadian farmers.

In addition, the goodness of Canadian wheat and the expertise of Prairie farmers are promoted on the side panel of every package of Robin Hood flour sold in Canada.

Visit the Simply Homemade Web site to view the new booklet, or download the Canadian Wheat Makes it Good promotion that appears in Simply Homemade Spring '09.

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Primo's GrainWise pasta

The CWB is partnering with Primo Foods to promote the benefits of Canadian durum wheat and Canadian-made pasta. The CWB's brand logo has been featured in TV commercials and other media initiatives for Primo's GrainWise pasta. View more details at www.prairiewheat.ca.

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Simply Homemade ´08

Our Simply Homemade partnership with Robin Hood flour began in the fall of 2008. Simply Homemade '08 contained in-store promotions, national advertising, and a booklet of delicious recipes. More than 3.5 million copies of the Simply Homemade recipe booklet were distributed to families right across Canada through magazine and in-store distribution

Download the Canadian Wheat Makes it Good promotion that appeared in Simply Homemade ´08.

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The Love of Bread

We partnered with Robin Hood on a recipe booklet, The Love of Bread, in the spring of 2008. More than 600,000 copies were distributed through prominent displays at grocery stores from coast-to-coast. The booklet encouraged consumers to "Add the goodness of Canadian wheat to your homemade bread."

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Baking is Back

Baking is Back was the first element of our partnership with Robin Hood. Released in the fall of 2007, it included a recipe booklet with a 3.5-million copy distribution and a number of other features, such as Web site promotions and displays in national grocery chains.

View the western Canadian wheat promotion that appeared in Baking is Back.

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Grains - They're Essential

This Web site contains a wealth of information on the health benefits of grains. Funded in part by the CWB, this Web site discusses the necessity of grain products for healthy living.

Visit the Grains - they're essential Web site.

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Rolling billboards

We've created rolling billboards that travel across southern Ontario: the brand logo "Made from Canadian Wheat for Top Quality" appears on 22 trucks operated by Dover flour, a leading commercial flour maker. The trucks travel the nation's busiest commuter corridor between Toronto and St. Catharines, giving southern Ontarians a taste of the Prairies.

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Label it Canadian

This booklet showcases several international milling and baking companies that brag to their customers that they are using the best grains in the world: western Canadian wheat and barley. Japanese doughnut shops, Chinese breweries and British flour makers are just a few examples of international food suppliers who boast they are using the best possible ingredient: superior grain grown by western Canadian farmers.

Download Label it Canadian (1.9MB PDF).

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First in Grain

First in Grain is a phrase that describes Prairie farmers. It is also the name of a CWB publication created for the international grain processing officials. First in Grain talks about industry issues and the international branding successes of Prairie wheat. It is printed for an international business audience in five languages: English, Mandarin, Portuguese, Japanese and Spanish.

To heighten awareness of Prairie farmers as First in Grain, this same phrase decorates 34-foot tall banners in seven languages on the exterior of the CWB offices in Winnipeg.

Download the latest version of First in Grain.

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