Marketing Campaigns
Supporting Demand Through Strategic Campaigns
The BC Blueberry Council develops and supports strategic marketing campaigns that strengthen visibility, demand, and market recognition for BC highbush blueberries in domestic and international markets. Campaigns are planned deliberately to reflect market opportunities, industry priorities, target audiences, and available resources.
This page outlines the Council’s approach to campaign development and delivery. Specific campaign details are shared as they are approved and implemented.
Domestic Campaigns
Domestic campaigns focus on strengthening awareness, preference, and demand for BC blueberries within Canada. These initiatives are designed to:
- Promote the seasonal availability of BC blueberries
- Reinforce premium quality, freshness, and product versatility
- Support retail, foodservice, and consumer engagement
- Strengthen the presence of BC blueberries in the Canadian market
Domestic campaigns may include digital advertising, in-store promotions, content marketing, social media, public relations, and partner-led initiatives, depending on campaign goals and audience needs.
International Campaigns
International campaigns support market development in priority export markets. These initiatives are designed to:
- Strengthen recognition of BC highbush blueberries in global markets
- Support export visibility and trade development objectives
- Promote BC blueberries across fresh, frozen, and ingredient opportunities
- Align with export strategies, buyer priorities, and regional market needs
International campaign activity is informed by market intelligence, trade considerations, and collaboration with industry and government partners.
Campaign Planning & Delivery
Campaigns are developed through structured planning processes that consider:
- Market insights and applied research
- Industry priorities and timing
- Audience needs and communication channels
- Available resources and partnerships
The BC Blueberry Council works with agencies, partners, and stakeholders to deliver campaigns in a coordinated, effective, and responsible way.
Collaboration & Participation
Campaigns may involve collaboration with growers, packers, exporters, retailers, buyers, and other partners across the value chain. Opportunities for participation vary by campaign and are communicated where relevant.
