Buy Canadian Campaign (01B68-200788/A)

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Tender Notice


Publishing status


Publication date
Amendment date
Date closing
2020/02/18 14:00 Eastern Standard Time (EST)


Reference number
Solicitation number
Region of delivery
Alberta, British Columbia, Manitoba, National Capital Region, New Brunswick, Newfoundland and Labrador, Northwest Territories, Nova Scotia, Nunavut, Ontario, Prince Edward Island, Quebec, Saskatchewan, Yukon
Notice type
Notice of Proposed Procurement (NPP)
Trade agreement
  • Canadian Free Trade Agreement (CFTA)
  • Comprehensive Economic and Trade Agreement (CETA)
Tendering procedure
The bidder must supply Canadian goods and/or services
Competitive procurement strategy
Best Overall Proposal
Procurement entity
Public Works and Government Services Canada
End user entity
Agriculture and Agri-Food Canada

Contact Information

Contact name
Ivany, Chris
Contact email
Contact phone
(613) 993-0048 ( )
Contact fax
(613) 949-1281
Contact address
360 Albert St. / 360, rue Albert
12th Floor / 12ième étage
K1A 0S5

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Trade Agreement: CETA / CFTA
Tendering Procedures: The bidder must supply Canadian goods and/or services
Competitive Procurement Strategy: Best Overall  Proposal
Comprehensive Land Claim Agreement: No
Nature of Requirements: 

AAFC - Buy Canadian Campaign

Ivany, Chris
Telephone No. - (613) 993-0048 (    )
Fax No. - (613) 949-1281 (    )

Budget 2019 committed an investment of $25million over five years for Agriculture and Agri-Food Canada (AAFC) to develop a national approach to better connect Canadians with and instill pride in Canada’s food system and its agriculture, food and seafood products which is part of the new Canada’s Food Policy. 

The Buy Canadian Promotion Campaign will be a coordinated national approach led by AAFC and will:
• tell the story of, and build pride in, Canada’s food sector and highlight the advantages of its products;
• increase confidence by providing transparency on where and how food is made;
• showcase federal and sector investments to continuously improve production practices and Canada’s food system; 
• gain recognition for the work of Canadian producers and build public trust; and,
• promote Canadian products on the domestic market.

The campaign will include the following components:
• refreshing the Canadian Food and Agriculture Sector Brand (Canada Brand) imagery, messaging and promotional products;
• working with industry and the Canadian Food Inspection Agency (CFIA) to make it easier for Canadians to accurately identify Canadian food products when shopping (Product of Canada Guidelines); 
• working with industry and consumers to consider where assurance systems and other public trust efforts can help support the brand; and
• developing and implementing a marketing strategy.
The development and implementation of a marketing strategy will be the main focus of the requirements for this project. Services for a social marketing and advertising campaign are required from the date a contract is awarded until March 31, 2021, with three (3) possible extensions of one (1) year up to March 31, 2024. 

The annual media buy budget is estimated to be between $1,500,000 - $4,000,000. 

The requirement is subject to the provisions of the Canadian Free Trade Agreement (CFTA).

The requirement is limited to Canadian services.

More information on the advertising practices of the Government of Canada can be found at:

All inquiries regarding aspects of this request for proposal should be e-mailed to:

Solicitation documents must be obtained through

The Crown retains the right to negotiate with suppliers on any procurement.

Documents may be submitted in either official language of Canada.

More information is provided in the Request for Proposal.

Delivery Date: Above-mentioned

The Crown retains the right to negotiate with suppliers on any procurement.

Documents may be submitted in either official language of Canada.

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Support for smaller businesses

If you have questions specific to this procurement, please contact the Contracting Authority (see the "Contact Information" section above).

If you need help understanding the federal procurement process or registering as a supplier, contact the Office of Small and Medium Enterprises. We have a network of offices across Canada.

Solicitation Documents

FileAmendment numberLanguageUnique Download Event (English page)Date added
ABES.PROD.PW__CZ.B002.E78355.EBSU000.PDF000English- 2020-01-20
ABES.PROD.PW__CZ.B002.F78355.EBSU000.PDF000French- 2020-01-20
ABES.PROD.PW__CZ.B002.E78355.EBSU001.PDF001English- 2020-01-24
ABES.PROD.PW__CZ.B002.F78355.EBSU001.PDF001French- 2020-01-24
ABES.PROD.PW__CZ.B002.E78355.EBSU002.PDF002English- 2020-01-24
ABES.PROD.PW__CZ.B002.F78355.EBSU002.PDF002French- 2020-01-24
ABES.PROD.PW__CZ.B002.E78355.EBSU003.PDF003English- 2020-02-03
ABES.PROD.PW__CZ.B002.F78355.EBSU003.PDF003French- 2020-02-03
ABES.PROD.PW__CZ.B002.E78355.EBSU004.PDF004English- 2020-02-04
ABES.PROD.PW__CZ.B002.F78355.EBSU004.PDF004French- 2020-02-04
ABES.PROD.PW__CZ.B002.E78355.EBSU005.PDF005English- 2020-02-07
ABES.PROD.PW__CZ.B002.F78355.EBSU005.PDF005French- 2020-02-07
ABES.PROD.PW__CZ.B002.E78355.EBSU006.PDF006English- 2020-02-11
ABES.PROD.PW__CZ.B002.F78355.EBSU006.PDF006French- 2020-02-11