Pandemic Panic: Addressing Labour Gaps in Ontario’s Food Supplychain​

COVID-19 has turned just about every normal business’s operations on its head. Perhaps nothing highlights this more than the panic buying of food items that we witnessed in the early part of 2020. This response to the pandemic created a multitude of separate, but intersectional challenges: short-term supply issues; increased absenteeism amongst frontline food workers; and questions about the safety of our food supply.

To help ensure ongoing food supply and to highlight the essential role of frontline food workers, Food and Beverage Ontario engaged Anamorphiq to create a public awareness campaign.

Frontline Food Facts is campaign that acts as a clearing house for reliable information about Ontario’s food supply, and shines a light on the everyday heroes that make the products that keep Ontario’s families fed. The campaign is anchored in an interactive website that asks visitors to share their most pressing questions about Ontario’s food supply, which are then answered on the website in the form of blog posts and social media content.

Launched in April 2020, the program is in market until October 2020. To date, the campaign has generated in excess of 6,500 organic and 1.7 million paid social media impressions; and, has received nearly 8,000 website visits by more than 6,000 visitors.