Camden positions forest products leader, Interfor, in Ontario and Quebec
Ongoing project includes employer brand positioning and recruitment campaign
Montreal, 29 November 2022 – Camden has launched the first in a series of brand communication and HR marketing initiatives for forest products company, Interfor, headquartered in Burnaby, BC. Recent acquisitions required culturally specific marketing tools and campaigns for operations in Eastern Canada, and Interfor identified Camden as the ideal agency partner due to its track record in strategic brand positioning and expertise in developing creative that is adapted to the cultural realities of Quebec and Ontario.
Interfor faces talent acquisition challenges in remote locations where population density is low and employment nears full capacity. Camden was tasked with creating employer brand awareness and a bilingual recruitment campaign adapted for northern regions of Quebec and Ontario including towns such as Matagami and Timmins, while respecting corporate brand guidelines.
Camden’s initial task was to adapt corporate messaging for the French-Canadian market. Interfor’s employer brand tagline of “Start Here. Go Far.” was adapted to Commence ici, allons plus loin, which cleverly switches from the second-person to the more inclusive third-person plural.
Camden expanded Interfor’s existing Employee Value Proposition to create the campaign’s flagship 30-second ad in both English and French, supported by static digital ads and lead form visuals. The campaign strategy involved a media mix that balanced traditional and digital channels. Camden analyzed the target market through behavioural and demographic lenses to create a highly customized media plan that includes radio, OOH, gas station media and programmatic advertising, as well as geo-targeted mobile ads.
“As one of the world’s largest forest products companies, Interfor takes its environmental, social and governance practices seriously,” said Svetlana Kayumova, Senior Manager, Corporate Affairs & Communications at Interfor. “This includes our impact and involvement in the communities where we operate. Camden’s ability to understand the reality of communicating with people in smaller towns, as well as the different cultural context in Quebec, was a major factor in choosing to work with the agency. We are delighted with the campaign’s performance and are looking forward to further collaboration with Camden.”
Interfor is a growth-oriented forest products company with operations in Canada and the United States. The Company has annual lumber production capacity of approximately 4.7 billion board feet and offers a diverse line of lumber products to customers around the world.