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For newcomers to Canada, their journey does not stop just when they arrive, often they go through two other major journeys - from starting a family to bridging the gap between two cultures - they’re combining excitement, hope, and anticipation for new beginnings. Based on a study commissioned by Nestlé it found that 70% of newcomers have childhood memories of eating NIDO or Cerelac. Understanding the meaningful responsibility of this finding, the brands set out to support the 94% of newcomers who want to preserve their traditions in Canada, knowing that over two thirds of them aren’t sure how to do it.
NIDO and Cerelac have developed a campaign for new Canadians that includes an online resource called ‘The Living Traditions Library’ aimed at helping preserve traditions for new Canadians across generations. From handwritten recipes to videos of family celebrations, submissions posted to www.thelivingtraditionslibrary.ca will be kept accessible for over 25 years, so no tradition is lost for the generations to come.
Additionally, Canadians who share their traditions from June 5 - July 3, 2024, will have the chance to win a supply of NIDO and Cerelac products to stock their shelves or one Grand Prize of $2,000. There are also 3 Secondary Prizes of $1,000 to support their family’s journey in Canada!
Additional Newcomer Survey Data:
- 40% of newcomers to Canada are concerned about losing traditions from their home
country- Newcomer parents are more concerned about almost all aspects of moving to
Canada compared to non-parent newcomers. - Newcomers with more experience in Canada (3-5 years) have more concerns
than newcomers with less experience in Canada (0-2 years), especially
pertaining to finding the same products and food as back home.
- Newcomer parents are more concerned about almost all aspects of moving to
- 51% of newcomers indicated that maintaining their cultural traditions is highly important
to them; this was especially pronounced among male newcomers and newcomers with
more experience in Canada. - 94% of newcomers want to preserve their traditions in Canada, but over two thirds of
them (71%) aren’t sure how to do it. This was especially felt among less experienced
newcomers (0-2 years) who are also more likely to cite feeling connected to their
community when they preserve traditions. Together, this highlights the importance of
targeting tradition-preserving resources to early newcomers. - +11% Millennials were more likely than Gen Z to say they know exactly how to
preserve traditions (25% millennials).
Agencies behind Food Crawl campaign?
- Agencies - Citizen Relations
- Brand - Nestlé
(click on the link to view the agency's Vendor Directory listing)
