Lentils are a crop Canadians can be proud of. They are sustainable, good for you and versatile. They aren’t just small and mighty but relentlessly hardworking. When used by itself, the word ‘relentless’ can have negative connotations — a relentless storm, or the relentless cry of a colicy baby. The word means simply “continuing in a determined way without any interruption.” And so when paired with a positive noun or verb it can be very powerful — determined, unyielding. For example, athletes are often described as having relentless drive and determination.  Lentils, in much the same way, are hardworking, they won’t quit.
We stripped back the campaign to this simple truth—Lentils were reLENTILess—and focused not only on what the consumers in each distinct region cared about, according to the research, but also on the ability of lentils to work hard to deliver on those needs: Lentils are ReLENTILessly Sustainable, ReLENTILessly Nutritious, ReLENTILessly Convenient and Versatile.

The campaign was driven by a comprehensive strategy that included a journey through the following tactics: e-blasts, digital ads, marketing automation emails, a webinar, LinkedIn sponsored posts, custom landing pages for each audience, a microsite featuring a custom interactive calculator tool, and a gated knowledge base. Every tactic designed to capture leads through the incentive of a downloadable 100-page insights report.