Bob's Your Uncle

Chicken Farmers of Canada: “Raised by a Canadian Farmer”

Canada’s chicken farmers have one of the strongest reputations in the grocery aisle — but reputation only matters if consumers can spot it.

To help close the gap between trust and recognition, Chicken Farmers of Canada partnered with Bob’s Your Uncle to create new shopper programs and national communications reinforcing the familiar blue “Raised by a Canadian Farmer” logo. The mandate: make it easier for Canadians to buy Canadian — and know when they’re doing it.

Coverage

Strategy — “Chicken Farmers of Canada brings clarity with its logo”

URL: https://strategyonline.ca/2020/02/19/chicken-farmers-of-canada-brings-clarity-with-its-logo/

“Chicken Farmers of Canada is looking to clear up confusion in grocery aisles with new work by Bob’s Your Uncle.”

“The organization… is launching a national campaign to help consumers identify Canadian chicken. While many assume they’re already buying Canadian, imported chicken still appears in numerous packaged and prepared products.”

“The work focuses on increasing recognition of the ‘Raised by a Canadian Farmer’ logo and ensuring Canadians understand where to find it.”

“The campaign includes national digital, social and in-store components aimed at building trust and highlighting the quality and care behind Canadian chicken.”

Why This Matters

This campaign shows one of Bob’s Your Uncle’s core strengths: turning consumer assumptions into strategic clarity.

While Canadians overwhelmingly prefer Canadian chicken, many don’t realize how often imported product shows up in prepared foods. Our job was to:

Strengthen the association between Canadian chicken and Canadian farmers.
Make the blue label instantly recognizable in busy grocery environments.
Give consumers confidence rooted in transparency and farming standards.

This fits directly within the agency’s “Heroes to Kings” philosophy — elevating Canada’s chicken farmers from anonymous producers to trusted national stewards.

Case Studio & Videos

https://www.bobsyouruncle.com/work/chicken-fsarmers-of-canada