Alberta Pulse Growers’ promise is simple: to support and promote the production of pulses (peas, beans, lentils, faba and chickpeas) in Alberta. Our challenge was to ensure that the message plays out in a relevant way to the two APG audiences.
Growers learn that pulses are “surprisingly good” for their soil, and about the commitment of Alberta Pulse Growers to building a thriving provincial pulse industry through research, advocacy and market development.
For consumers, the “surprisingly good” message about these crops is delivered through recipes and nutritional information about a healthy, versatile and environmentally-sustainable food choice.
Across all tactics, the “surprisingly good” message is reflected in design that is simple, beautiful and inviting.