Founded in 1981, Farm Boy is a Canadian fresh market grocery chain known for delivering a fun, friendly, and fresh shopping experience. With a loyal fan base across Ontario, Farm Boy stores are stocked with wholesome, high-quality produce, ready-to-eat meals, and over 1,200 Private Label products. The brand is celebrated for its commitment to freshness, local sourcing, and exceptional customer service, making it a standout in the Canadian grocery landscape.
Client: Farm Boy
Industry: Retail, Grocery, Private Label CPG
Agency Role: Public Relations, Influencer Marketing, In-Store Events, Media Relations, Campaign Strategy
Location: Canada
The Challenge
Farm Boy, known for its fresh food and high-quality Private Label line, wanted to support its retail expansion and increase visibility in both new and underperforming markets. The brand needed to:
Our Goals
Goal 1. Increase Foot Traffic at New Store Openings: drive excitement and local buzz to ensure strong attendance and customer engagement at new store launches.
Goal 2. Boost Awareness of Farm Boy’s Private Label Line: highlight the breadth, quality, and uniqueness of over 1,200 Farm Boy Private Label products to increase trial and repeat purchase.
Goal 3. Strengthen Brand Recognition in Competitive Grocery Markets: Build Farm Boy’s reputation as a fresh, fun, and premium grocery experience across Ontario, while expanding its national profile.
Goal 4. Leverage Influencer and Media Partnerships: Position Farm Boy as a beloved lifestyle brand by partnering with trusted Canadian influencers and securing widespread media coverage.
Goal 5. Support Seasonal and Product-Specific Promotions: Align communications efforts with key grocery-buying moments (holidays, back-to-school, summer BBQs, etc.) to maximize relevance and sales impact.
Swerve Strategic Marketing developed an integrated communications plan that combined PR, influencer marketing, media relations, and in-store activations to support Farm Boy’s growth goals. The strategy included:
Swerve’s strategic mix of media outreach, influencer partnerships, and event activations helped position Farm Boy as more than a grocery store—it became a buzzworthy destination. The campaign successfully supported market expansion and boosted consumer engagement with its unique Private Label offerings, reinforcing Farm Boy’s reputation as a fresh market leader in Canada.
