When eating reveals biodiversity
Heading
The Ministry of Environment, the Fight Against Climate Change, Wildlife and Parks
Overview
Although essential, biodiversity is still poorly understood and remains an abstract concept for many Quebecers. To make it more tangible, we boiled it down to a simple, universal action that everyone does: eating. By integrating the message directly into the grocery shopping experience and various culinary settings, our strategy transformed a vague issue into something much more concrete.
Connecting biodiversity to everyday actions
Biodiversity plays an essential role in our lives yet remains poorly understood. For most Quebecers, it’s a vague concept with no clear connection to their daily lives. The problem isn’t interest, but understanding: people know it's important, but they don’t know why or how it affects them.
Our challenge was to turn an abstract issue into a concrete reality without resorting to scientific jargon, moralizing, or using overly complex language. In other words: bringing biodiversity into our daily lives in a simple, practical and immediately understandable way. We distilled it into a universal act: eating. By highlighting the vital role of pollination and ecosystems behind every fruit and vegetable, the campaign brought biodiversity to life. And most notably, it reached Quebecers at the exact moment it matters most: when they’re deciding what to put in their shopping cart.
Raising awareness during the purchase process
Rather than simply explaining biodiversity, we incorporated it into a key moment: grocery shopping. The concrete solution? In more than 200 IGA grocery stores and at the Grand Marché de Québec, price tags for fruits and vegetables became educational tools. When choosing a product, consumers discovered its direct link to biodiversity (pollination, ecosystems, production).
A simple medium, placed exactly where decisions are made. At the same time, online culinary content (recipes, inspiration) extended the experience and reinforced the connection between food and biodiversity.
The result: a useful message, delivered at just the right moment, that turned an abstract concept into concrete understanding.
Raising awareness during the purchase process
Rather than simply explaining biodiversity, we incorporated it into a key moment: grocery shopping. The concrete solution? In more than 200 IGA grocery stores and at the Grand Marché de Québec, price tags for fruits and vegetables became educational tools. When choosing a product, consumers discovered its direct link to biodiversity (pollination, ecosystems, production).
A simple medium, placed exactly where decisions are made. At the same time, online culinary content (recipes, inspiration) extended the experience and reinforced the connection between food and biodiversity.
The result: a useful message, delivered at just the right moment, that turned an abstract concept into concrete understanding.
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Results
22.6 million
impressions in grocery stores, at the heart of the purchase process
1 million
people reached in relevant culinary contexts
+453%
visits to the page about biodiversity
.
Making the invisible visible
By integrating biodiversity directly into the purchase process, the strategy transformed an abstract concept into useful information at the very moment the decision was made.
This real-world approach helped us achieve significant reach in grocery stores, connect with our target audience in a relevant context, and drive more traffic to educational content.
Proof that by delivering the right message, in the right place, at the right time, even the most complex issues become tangible—and engaging.
Making the invisible visible
By integrating biodiversity directly into the purchase process, the strategy transformed an abstract concept into useful information at the very moment the decision was made.
This real-world approach helped us achieve significant reach in grocery stores, connect with our target audience in a relevant context, and drive more traffic to educational content.
Proof that by delivering the right message, in the right place, at the right time, even the most complex issues become tangible—and engaging.
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Continuing to educate Quebecers
In thethird year of the campaign, education was at the heart of our goals. We wantedto promote biodiversity in our daily lives in a more concrete way. The campaignlanding page took the form of a micro-magazine, which highlighted concreteactions to raise public awareness.
Continuing to educate Quebecers
In thethird year of the campaign, education was at the heart of our goals. We wantedto promote biodiversity in our daily lives in a more concrete way. The campaignlanding page took the form of a micro-magazine, which highlighted concreteactions to raise public awareness.
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