Spotlight on Local

Overview

As a proud partner to local farmers and producers, it was a natural fit for Metro to sponsor the Royal Agricultural Winter Fair (RAWF) with a Spotlight on local activation. 

For its fourth year and first year in-person following the COVID-19 pandemic, Agnostic was engaged to amplify the activation. The activation also fell on the RAWF's 100th anniversary, demonstrating that there was no better time to support local.

In the last 100 years, the fabric Ontario has changed dramitcally through immigration, but the image of an Ontario farmer had not. Many still held the notion that Ontario farmers were over 91% Canadian born with European ancestry and over 71% estimating most are male with a median age of 56 years old. 

We partnered with Cheyenne Sundance, a 25 year old BIPOC urban farmer and social justice champion and engaged schools from underserved communities in the GTA to show them urban farming in action with an onsite lesson from Cheyenne rounded out with a DIY gardening kit to take home. When a strike threatened to cancel field trips, Metro rose to the occasion pivoting to offer 1,000 free tickets to GTA students so that learning did not have to stop.

We amplified the activation, field trips and vendors on site through earned, paid and influencer channels gardening massive increased awareness, impressions and engagements.