CHFAs National Health Food Month Campaign Wins International Award

(OTTAWA) May 6, 2008, Today, the Canadian Health Food Association (CHFA) received notice that its National Health Food Month Campaign was awarded the 2008 Summit International Bronze Award in the Community Relations Category.

Among the thousands of creative entries received this year by the Summit International Awards judging committee, the National Health Food Month (NHFM) Campaign scored among the very best. Entries came from 25 countries, including Canada, South Africa, China, Kuwait, England, and the United States and were judged by a group of well respected marketing and advertising executives from such internationally recognized companies as Ogilvy & Mather, SAATCHI & SAATCHI and Velocity Design Works.

“We are very proud to have our campaign recognized,” said CHFA President and CEO Penelope Marrett. “Our goal with this nationwide campaign was to promote health and well being to all Canadians, and the success of the campaign shows that we were effective in conveying this important message to people of all ages from across the country—including key decision makers.”

Last November’s theme for NHFM was “Celebrate your health naturally” and included many different components. CHFA sought the help of Ottawa-based public relations and government relations boutique firm Impact Public Affairs to assist it in planning and executing the many facets of the campaign.

The first component of the campaign was an outreach program to its members, where members were given specialized materials, such as pamphlets, key message documents and decorations, to help them promote NHFM within their business and to their customers.

The second component of the campaign targeted decision makers from across the country, as relevant Ministers and Premiers from all provinces received a basket full of organic apples along with an explanation of NHFM.

Finally, the campaign also targeted federal elected officials, many of whom took part in a NHFM Kick-Off Breakfast on Parliament Hill in Ottawa. The breakfast was followed by meetings with Members of Parliament, as well as a national press conference on the Hill to spread public awareness about the important role which natural health products play in the promotion of health and well being. Many of the MPs who participated in this Kick-Off day hold relevant health and agriculture portfolios and also took part in a CHFA charity event. Specifically, with the help of local CHFA members, seven M.P.s each gave 200 donated organic apples to a charity of their choosing located in their riding.

“These community events were a huge hit and received a lot of local press, “said Marrett. “Most importantly, they proved very effective in solidifying CHFA’s relationship with key M.P.s.”

“CHFA is extremely grateful for the support it received from its members for this initiative. We look forward to having November continue to be NHFM with the objective of increasing awareness for our industry and promoting among Canadians the necessary tools which will enable them to achieve optimal health and well being.”


The Summit Creative Awards recognizes and celebrates the creative accomplishments of small and medium sized advertising agencies and other creative groups with annual billings of $30 million or less. Over the fifteen years, the competition has established itself as the premier arbiter of creative excellence for firms of this size.

The Canadian Health Food Association ( is Canada’s largest national trade association dedicated to the natural and organic products industry. Our members represent the entire supply chain including growers, manufacturers, retailers, wholesalers, distributors, and importers involved in a variety of industry sub-sectors such as vitamin and mineral supplements, herbal products, homeopathics, sports nutrition products, natural and organic foods, fibres and health and beauty aids. CHFA member products support Canadians seeking optimal health and quality of life.

Impact Public Affairs, an Ottawa-based public relations and government relations firm specializing in finding innovative strategic communications and advocacy solutions for large industry associations. Over the years, Impact has been recognized nationally and internationally for the effective and creative public affairs campaigns that it has created for its clients. For more information, visit

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