In a recent “State of the Island Economic Report,” the Vancouver Island Economic Alliance identified that Vancouver Islanders believe in local, want to shop local, source local, and eat locally sourced food. In response to this demand, Island Good was created as an endorser “place” brand to help increase awareness, demand and sales for Island-grown or produced products at leading BC retailers such as Thrifty Foods, Country Grocer and Quality Foods—among others. Dan Dagg helped create Island Good and worked with his team to develop a brand identity, television, radio, outdoor, social, in-store merchandising—and more.
Results: Average monthly sales increased by 16% among tested products over 6 months. 50 new jobs were created for every 1% increase in products—that’s 800 new jobs created during the campaign period.