New specialty rolls out as 83% of Canadians report plans to maintain or increase cannabis consumption post COVID-19
TORONTO, June 25, 2020 – Leading global communications consultancy Ketchum today introduced a new cannabis specialty in Canada as part of its existing Ketchum Cultivate offering, a suite of strategic consulting services dedicated to helping food and wellness brands with a natural, organic and sustainable focus achieve business success.
Ketchum Cultivate will continue to focus on food and wellness, as well as expanding to help new and established companies in the cannabis and hemp space differentiate and elevate their brands as they navigate the evolving Canadian market and growing consumer demand – a market predicted to reach $5.8 billion in Canada by 2024.
“Canadian cannabis companies are under pressure to transform quickly as they compete for consumers and satisfy investors in an industry that is increasingly at risk of being commoditized,” said Erin Manning, associate managing director, Ketchum Canada. “Ketchum can help by leveraging our 20 years of experience in the Canadian market helping to build many of the world’s best-known brands in consumer packaged goods, technology, health and wellness, food and beverage, retail and e-commerce.”
Ketchum Cultivate is bolstered by a Canadian team with deep expertise in brand reputation, data and analytics, issues and crisis management, and social and digital marketing.
Research points to increased consumption post COVID-19, four buyer archetypes
Ketchum Analytics, one of the largest in-house research and analytics teams in North America, conducted research that shows 83 per cent of Canadians plan to continue using as much or more cannabis after COVID-19 restrictions are lifted. An estimated 30 per cent reported increased use currently while staying home to comply with social distancing guidelines.
When asked where they go for cannabis information, almost half of Canadians (46 per cent) pointed to friends, family or a trusted staff member at a dispensary.
“There is a huge group of consumers who are ready and willing to engage, but the strict regulations around cannabis marketing in Canada means that brands need to find smart and unconventional ways to connect,” said Manning.
Ketchum’s analysis of the survey data also revealed four buyer archetypes within the general population, each consuming cannabis for different reasons.
For more information on these archetypes and implications for brands, visit maintenance-ketchum-global.pantheonsite.io/canada.
About the Canadian Cannabis Research
Ketchum used Maru/Blue to conduct a national online survey of 1,521 randomly selected Canadians from May 15 to May 17, 2020. For comparison purposes, a probability sample of this size has an estimated margin of error (which measures sampling variability) of +/- 2.5%, 19 times out of 20. The results have been weighted by education, age, gender and region (and in Quebec, language) to match the population, according to Census data. This is to ensure the sample is representative of the entire adult population of Canada. Discrepancies in or between totals are due to rounding.
About Ketchum
The winner of 105 Cannes Lions and PRovoke’s Global Creative Agency of the Year, Ketchum is the most creatively awarded firm in our industry. We’re equal parts human-centered and business-focused, empathetic and intelligent. As a global communications consultancy, we combine the deep industry and specialty expertise of boutique firms with global reach to find unexpected connections that lead to lasting relationships and work that matters. For more information on Ketchum, a part of Omnicom Public Relations Group, visit maintenance-ketchum-global.pantheonsite.io.
About Omnicom Public Relations Group
Omnicom Public Relations Group is a global collective of three of the top global public relations agencies worldwide and specialist agencies in areas including public affairs, marketing to women, global health strategy and corporate social responsibility. It encompasses more than 6,300 public relations professionals in more than 370 offices worldwide who provide their expertise to companies, government agencies, NGOs and nonprofits across a wide range of industries. Omnicom Public Relations Group delivers for clients through a relentless focus on talent, continuous pursuit of innovation and a culture steeped in collaboration. Omnicom Public Relations Group is part of the DAS Group of Companies, a division of Omnicom Group Inc. (NYSE: OMC) that includes more than 200 companies in a wide range of marketing disciplines including advertising, public relations, healthcare, customer relationship management, events, promotional marketing, branding and research.
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