Although RedHat Co-operative has been around for 50 years, many consumers had no idea that much of the produce they buy is grown near Medicine Hat in Redcliff, Alberta. With low brand awareness, RedHat Co-operative wanted to develop a way to raise the profile of Southern Alberta growers and consumer knowledge of greenhouse growing.
SDMG developed a contest concept and gaming engine where consumers can collect trading cards featuring RedHat’s growers and enter to win a beach vacation. Veg on the Beach continues to be a success and is currently running it’s second year of the contest.
Consumers are passionate about their food and are interested in learning more about local brands. With over 12,000 consumers engaging with and entering the Veg on the Beach contest in the first year, 8,000 people also subscribed to RedHat’s CASL compliant email list in order to receive future communications from the co-operative. The traffic on RedHat’s website doubled during the contest period and with targeted Facebook ads, RedHat was also able to gain 600 new followers. All of these results add up to raising brand awareness and preference for local RedHat Co-operative produce.