Broadfork put cancer-prevention messaging into the price of produce

A percentage on a grocery label usually tells shoppers how much they can save. Broadfork Produce gave that number a second meaning.

Its “Cancer Prevention Discounts” initiative linked reductions in produce prices to cancer-risk reduction percentages cited by the campaign. The same figure became both a shopping incentive and an invitation to learn about food and health.

Developed with TANK Worldwide, the Canadian campaign launched in March 2026. The Québec Cancer Foundation also partnered on the initiative, which brought the idea to Ontario and Quebec.

The retail offer addressed a straightforward problem. Information about healthier eating can feel distant from the immediate decisions people make while shopping. A lower price gives them something they can act on during that visit.

One percentage did two jobs

The campaign’s central device was a direct numerical connection. Its organisers matched a product’s discount to a percentage they associated with reduced cancer risk in dietary research.

Product messaging explained that relationship alongside the offer. Shoppers could encounter the health information while considering what to buy, with the financial benefit attached to the same item.

This was the campaign’s interpretation of research, rather than a personalised prediction of how much an individual shopper’s cancer risk would fall. The communication linked food choices with prevention while using a familiar retail format to attract attention.

That distinction is central to understanding the idea. The discount was a concrete saving. The health percentage supplied the educational message behind it.

The launch met shoppers in stores and online

The initial rollout included an event at McEwan Fine Foods in North York on 28 March, followed by Broadfork Produce’s Toronto location on 29 March. Online grocer Tre’dish joined the promotion from 30 March.

Packages carrying the “Cancer Prevention Discounts” seal helped identify participating products. A campaign website offered further information about the foods and the benefits cited.

Those touchpoints kept the explanation close to the purchase. A shopper did not need to remember a separate awareness advertisement before encountering the offer.

The same structure also connected the physical and online activity. Wherever the product appeared, the price could introduce the wider message.

Broadfork made affordability part of the communication

The initiative gave a produce business an active role in encouraging healthier choices. Broadfork could change the offer customers saw, making the campaign useful within its own retail setting.

The approach also gave the educational message an immediate reward. Shoppers were being asked to consider a possible long-term benefit while receiving a saving in the present.

That relationship made pricing part of the creative idea. The offer and the explanation depended on each other, turning an ordinary promotional label into the campaign’s main communication tool.

Credits

Brand: Broadfork Produce Company. Partner: Québec Cancer Foundation. Agency: TANK Worldwide. Chief creative officer: Marty Martinez. Executive creative director: Sebastián Benítez González. Creative directors: Camilo Monzón Navas, Scott W. Gray and Chris Paleczny.