SUMMARY

Fuelled by the vision of Food and Beverage Ontario, CareersNow! emerged as a beacon of opportunity in the food production industry. As 2023 unfolded, a glaring shortage of jobseekers loomed over the agglomeration, prompting a bold response: a comprehensive recruitment campaign designed to ignite interest among prospective talents.

Harnessing the power of targeted programmatic, Google search, and meta ads, the initiative set its sights on capturing the imagination of a younger demographic. Yet, the real challenge lay in reshaping perceptions—how could a career in food production be portrayed as dynamic and ripe with growth potential?

Enter the transformation: a fresh tagline, a revamped logo variation, and a vibrant new creative direction infused the campaign with a sense of excitement and promise. With refreshed visuals and a captivating photography style, the stage was set for the campaign's debut in 2023.

But the innovation didn't stop there. Recognizing the importance of a multi-faceted approach, an Out of Home (OOH) campaign took flight in February 2024. From the sleek interiors of the GO Train to the TTC (The Toronto Transit Commission), these eye-catching displays not only bolstered online efforts but also cast a wider net, ensuring the message reached far and wide.

(Agency: Blue Door Agency)