Overview & Purpose
Ontario Greenhouse Vegetable Growers (OGVG), North America’s largest producer of greenhouse-grown produce, worked with Douglas Marketing Group (DMG) to develop an integrated campaign that would connect with health-conscious consumers year-round.
The goal: position greenhouse produce as a smart, sustainable choice through seasonal storytelling, interactive digital experiences and trusted influencer voices.
Strategy & Execution
Seasonal Landing Pages
DMG developed and maintained a series of interactive, seasonal landing pages that served as the foundation for each campaign cycle. Each page offered:
- Curated seasonal recipe collections featuring greenhouse cucumbers, tomatoes and peppers.
- An interactive recipe table with option to click to go to the recipe. This also served as foundation for an omnichannel approach to include the assets in paid online campaigns.
- A “Green Team” influencer showcase, linking directly to ambassador content and recipes.
- Educational sections (“Good to Know”) that explained the science and benefits of greenhouse growing.
- Family engagement tools, including kids’ activity zones and printable downloads.
- Full social media integration and homepage banner visibility.
These pages adapted by season, using a flexible design system that retained core brand elements while allowing timely, relevant updates throughout the year.
Influencer Marketing
DMG secured and managed high-profile influencers in the wellness and food space—including Kalena Alva and Yumna Jawad (Feel Good Foodie)—who served as “Green Team” ambassadors. The influencer program included:
- Contract negotiation, legal compliance and content usage rights.
- Creative direction for content aligned with brand and campaign messaging.
- Development of a time limited contest activation on social media.
- Dedicated ambassador pages on the Greenhouse Goodness website.
- Custom-designed ambassador sliders for use across seasonal landing pages and social media.
- Consistent cross-platform posting, engagement tracking and responding.
Integrated Campaign Tactics
- Digital ads and promotions focused on driving traffic to landing pages.
- Social contests like the Grocery Giveaway, encouraging user generated content and interaction.
Why It Worked
- Omnichannel approach that supported seamless integration between digital, influencer and educational components, ensuring consistent messaging at every touchpoint.
- By combining family-friendly activities, recipe inspiration and trusted influencer content, the campaign built both emotional resonance and practical utility.
- The flexible seasonal format kept content fresh year-round and aligned with consumer habits, while maintaining brand consistency and established a lifestyle component with the Greenhouse Goodness brand.
- Featuring recognizable, credible wellness voices brought authenticity and engagement.
Results
- Winner of two Gold Digital Advertising Awards:
- Fall Freshness Campaign
- Grocery Giveaway by Greenhouse Goodness
- Significant increase in site engagement, with spikes in recipe clicks, contest entries and educational content views during campaign windows.
- Expanded reach across social platforms and improved brand sentiment among target audiences.
- A living campaign model now replicated across seasons, forming the foundation for OGVG’s ongoing marketing and outreach efforts.
