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CREATING AN ARMY OF LOCAL LOVERS.

STRATEGY | CREATIVE DIRECTION | WEBSITE | SOCIAL MEDIA CONTEST | IPHONE APP | RE-BRAND

The BC Dairy Association and the BC Agriculture Council wanted Pound & Grain to breathe new life into their existing brand, Buy Local. Eat Natural. What started as a website redesign and mobile optimization project was quickly turned into an exercise in creating exciting, sharable, and mouthwatering content across multiple platforms. In the summer of 2014, Buy Local. Eat Natural. officially became We Heart Local, and we watched as the army grew louder.
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Building a home for local

We re-imagined the website experience using responsive design, optimizing it to ensure that all of the traffic from the brand’s growing and active social media community and mobile app wouldn’t go to waste. That update included a new interactive map featuring We Heart Local members, and giving users the ability to share recipes, learn about seasonal goods, meet and discover local farmers who are making our food, and even find great local events. In 2014, we changed the name of the local home from Buy Local. Eat Natural. to We Heart Local and its dedicated followers have been spreading the word.

INVITING THE COMMUNITY TO HAVE A VOICE

Last year we invited the community to have a voice, this year they got a whole lot louder. We wanted to grow the brand’s community and created The We Heart Local Awards in 2013. It’s an online event where users nominate and then vote for their favourite local finds in 15 delicious categories. In 30 short days the campaign increased followers by 187% and reached over 630,000 people across British Columbia who voted over 10,000 times. In 2014, we ran the competition again and watched as the votes grew by 373% with an addition of 28,880 unique visitors to the campaign site.

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the original #WEHEARTLOCAL

Based on the success of the awards, we have now transformed We Heart Local into a full time, always-on, community program. Designed to celebrate local food, and help British Columbians find it, eat it and enjoy it by supporting farmers, producers, restaurants, and businesses through educating everyone about the benefits of local.

 

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TELLING STORIES

To raise awareness and tell the We Heart Local story, we’ve created a series of online short film documentaries that explore what British Columbia has to offer from farm to table. The films featured local food reporter Erin Ireland and a cast of local farmers, growers, wine makers, guest chefs, and stunning BC locations.

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MOBILIZING THE MOVEMENT

To capitalize on the growing We Heart Local movement, we’ve created an iPhone application to put the best of local right in our users’ hands. They can find what’s deliciously local around the corner, find out what’s in season right now, and then search for recipes.

“Pound & Grain helped us transform a small program called Buy Local. Eat Natural. into a province-wide movement. Their expertise in digital helped us optimize our digital properties and significantly increased audience engagement within our social media communities. As a bonus, this is a really nice group of people who are easy to work with and who will go the extra mile to get a project done well.”

– Jennifer Woron (O’Byrne), Marketing Manager, BC Dairy Association