Date of implementation: May 1 – September 1, 2021
https://kubota.ca//growstronger/
THE ASK:
Kubota Canada wanted a response to COVID-19 more than just well wishes for front line workers. They wanted to do something special to unite communities across the country. Something meaningful that can be shared no matter age, gender, income, or geographical location.
OBJECTIVES:
Kubota Canada (@KubotaCanada) tasked Underdog Studio Ltd. to developed a fully integrated Social Media Campaign and microsite promoting healthy activities promoting the importance of agriculture in Canada. This would act as a creative, positive response to the challenges faced by the COVID-19 Pandemic.
THE SOLUTION:
#GROWSTRONGER Program is born.
Victory Gardens are behind the Grow Stronger Movement
To boost morale and assist with the food supply during World War I and World War II, Victory Gardens were grown at private residences and at public parks by people of all ages. This allowed everyone to be farmers and contribute in a positive way, to feel a sense of control and purpose at frighteningly difficult time, when food supply was challenged. Growing various vegetables, fruit and herbs in backyards and community gardens was and can be of tremendous value.
#GrowStronger 2021 opens new opportunities to continue with positivity across Canada for another growing season. Kubota united audiences to enrich an inclusive digital community while working towards the same goal. Together we promoted a healthy lifestyle, build a connection to the earth and the food that it produces — all while renewing an appreciation for Canadian farmers and what they do day in and day out.
This historic undertaking by thousands of Canadians a century ago inspired Kubota’s #GrowStronger movement today. As a company that builds reliable equipment for agriculture, gardening is an act that crafts a positive connection to the earth. A victory garden is the next stage of that act. Kubota’s goal is to inspire families and community members to work together towards the greater good, get outside, exercise a sense of community, and experience the satisfaction of starting a gardening project from start to finish.
Kubota encouraged all Canadians to join the challenge of growing their own food and maintaining their gardens by sharing updates on social media. Kubota also engaged social media partners to spread awareness of the movement. The first year of Kubota’s #GrowStronger campaign integrated a Charity component as well. It included a donation of $50,000 and raised money through the sale of branded face masks. The program also partnered with 10 provincial associations and over 500 food banks — including Food Banks Canada. A meal was donated for every person who shared a post or call to join. Best of all, Kubota would donate 5 meals for every garden built.
The push greatly aided Food Banks Canada which was dealing with a significant strain in resources due to the COVID-19 pandemic.
Locally and nationally we will provide a positive and educational social awareness campaign, promoting the key benefits of Victory Gardening from a social distance and helping Canadians grow stronger.
