Table of Contents 6 2012 OVATION Awards Winning Entries

The fluctuations in weather were also a hindrance when booking media trips. Trips on rainy days
were not carried out, as they resulted in fewer sights to observe around the farm. FH had to keep an
eye out on pending weather, which could postpone or cancel a trip all together, jeopardizing
subsequent media coverage
Campaign budget prohibited the ability for media to travel to farms in different provinces and was
also prohibitive to allowing more than a certain number of media on trips
Various broadcast outlets who requested to organize „live eye’ broadcasts on the farm (ex. CityTV
Breakfast Television, Toronto) could not obtain proper reception from the farm and consequently,
couldn’t carry out the broadcast
There were several media requests to take a tour of a local plant that makes Lay’s potato chips to
truly showcase the „farm to table’ story, however due to restrictions surrounding civilians entering
the plant, these contacts were denied access, resulting in missed opportunities for additional media
coverage
Measurement/Evaluation
Measureable results for the Lay’s Farmers campaign include:
Secured 78 branded media stories (Goal: 45‐55 media stories), including national and local, English
and French print, television, radio and online media
Secured 20 print articles (WS#7); highlights include:
Small business interview with the Globe and Mail and Alliston, ON‐based Lay’s farmer
Financial Post interview with Alliston, ON‐based Lay’s farmer; story was picked up by six major daily
print newspapers across the country including the Montreal Gazette, Vancouver Sun, Calgary Herald
and Ottawa Citizen
Local media coverage resulting from interviews with farmers and experiential FAM trips included the
Barrie Examiner, Charlottetown Guardian and L’Action de Joliette
Secured 53 online media stories (WS#7); highlights include:
Women’s Post online interview with female Alliston, ON farmer, Ruth Vander Zaag
Financial Post interview with Vander Zaag; story was picked up by online outlets of six major daily
newspapers across the country including the Montreal Gazette, Vancouver Sun, Calgary Herald and
Ottawa Citizen
Online marketing and trade coverage included Media in Canada, Adnews and Foodservice World
Secured five TV and radio stories (WS#8); highlights include:
CP24 Breakfast carried out a live‐eye broadcast from a Lay’s farmers farm in Alliston, ON, resulting in
four segments and more than 10 minutes of coverage
On va se coucher moins niaseux, a Quebec‐based features show (Z‐télé), devoted a 30min weekly
episode to learning more about the Lay’s farming/production process and interviewed a Joliette,
QC‐based Lay’s farmer
Tout le monde en parle, a Quebec‐based TV talk show (RDI), featured coverage from the Lay’s
edition of “On va se coucher moins niaseux” and interview the host
CJOC‐FM, a local Lethbridge, AB station, and AM 660 in Calgary interviewed Alberta‐based Lay’s
farmers
93.85 per cent MRP score (Goal: 80 per cent) (WS#9)
The program’s qualitative analysis included:
Positive Tone: 76 per cent
Neutral Tone: 24 per cent