37 AGRIFOODS THE CHALLENGE Even though the agriculture industry in Newfoundland & Labrador was valued at an impressive $500 million and directly employed some 4,500 people, there was plenty of room for growth. Dory set out to stimulate more interest in the industry and to create an overall positive recognition of its products. THE STRATEGY We developed a mass-reach advertising campaign for Newfoundland & Labrador Agrifoods, designed to enco

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