ABOUT FCC
FCC is Canada’s leading agriculture and food lender, dedicated to the industry that feeds the world. FCC employees are committed to the long-standing success of those who produce and process Canadian food by providing flexible financing, AgExpert business management software, information and knowledge. FCC provides a complement of expertise and services designed to support the complex and evolving needs of food businesses. As a financial Crown corporation, FCC is a stable partner that reinvests profits back into the industry and communities it serves. For more information, visit fcc.ca.
RFP CONTACT
Ronke Niagwan
Procurement Manager
Farm Credit Canada
procurement@fcc.ca
RFP SCOPE
FCC is seeking a highly experienced, senior-level marketing agency with a proven track record of delivering complex, large-scale marketing initiatives both nationally and internationally.
The successful Proponent will support the development, launch, and long-term sustainment of a multi-channel brand activation platform aimed at promoting Canadian agriculture and food domestically and internationally.
Since April of 2025, FCC has worked with a marketing agency to develop initial concepts for the brand platform to promote Canadian agriculture and food. The successful proponent will provide executive production and creative leadership services for the development, launch and sustainment of the brand platform.
The brand activation platform will be multi-channel and may include:
- Social media campaigns
- Research and thought leadership opportunities
- Demonstrations of innovation and technology
- International trade missions
- Strategic outreach to international investors
- Reimagining FCC’s Future of Food Conference
Capabilities and Experience
Proponents are expected to provide a team of resources with the following capabilities and experience:
- Full-service marketing agency experience including supporting brand strategy, marketing, advertising, creative (writing and design) and multi-media design needs
- Campaign execution experience across traditional, digital, programmatic and social media channels
- Experience developing integrated strategic marketing/branding plans across various channels
- Experience developing campaigns that result in cultural or behavioral shifts
- Experience in measurement of projects and campaigns
- Demonstrated skills in creative development
- Ability to provide services in both official languages
- Demonstrated experience and ability to work with in-house agencies
- Knowledge and awareness of Canadian agriculture and food
Roles and Responsibilities
The successful proponent will work alongside the VP and Head of Food Ecosystem Awareness and Director of Food Ecosystem Awareness to bring the brand platform concept to life, providing executive production and creative leadership for the development, launch and sustainment of the brand platform. The successful proponent will work with FCC’s in-house Brand team, and other external vendors to produce the required assets to support the brand platform (i.e. videos, web content, events). FCC expects to enter contracts with additional vendors in the future to support the production of required assets.
The work is expected to be divided into two phases:
- Brand Platform Delivery: 6 months
- Amplification and Sustainment: 15 months
In the Delivery phase, the proponent will:
- Develop and manage the plan for creation and launch of the brand platform
- Provide executive production and creative leadership for all internally and externally developed assets for the brand platform (i.e. Videos, social campaigns, pitch decks, event experiences)
- Manage the integrated production schedule for all assets
- Establish KPIs and measurement tools to support ongoing tracking and analysis of campaign impact
- Ensure consistency and strategic alignment across all components of the brand platform
In the Amplification and Sustainment phase, the proponent will:
- Manage production of additional required assets (i.e. Videos, social campaigns, pitch decks, event experiences)
- Track and analyze KPIs and recommend refinements to the brand platform and outputs
- Provide advisory support to FCC’s internal marketing teams as needs evolve
- Ensure continued strategic alignment and quality across evolving streams of content and engagement
- Facilitate knowledge transfer to internal FCC teams and operational continuity through documentation, playbooks, training etc.
More details of scope included in the RFP document.
RFP PARTICULARS
- All conditions for Proponent participation are included in the RFP documents.
- Duration of Contract: 21 months.
- Options: 6 months.
- Estimated Quantity of Goods or Services: Not applicable.
- Timeframe of Delivery of Goods or Services: Not applicable.
RFP SCHEDULE
- RFP Release Date: June 11, 2025
- Proponent Questions Accepted Until: June 19, 2025 at 2:00 PM*
- FCC Response to Proponent Questions Delivered Before: June 26, 2025 at 5:00PM*
- RFP Closing Date/Time: July 9, 2025 at 2:00PM*
NOTE: All times are CST – Saskatchewan. The above dates are subject to change at the sole discretion of FCC. Any changes to the RFP Schedule will be communicated to all Proponents via amendment on MERX.
RFP PROCESS CONSIDERATIONS
- This opportunity is covered under the provisions of Chapter 5 (Government Procurement) of the Canadian Free Trade Agreement (CFTA) and Chapter 19 (Government Procurement) of the Canada-European Union Comprehensive Economic and Trade Agreement (CETA).
- FCC is subject to the Official Languages Act (Canada). Proponents may choose to respond to this RFP in their official language of choice (English or French).
- This opportunity notice references a non-binding, competitive RFP, and is not a call for tenders. FCC is not obligated to proceed with the Work described in the RFP Scope and may cancel the RFP at any time. FCC’s procurement process allows for consecutive or concurrent negotiations between FCC and one (1) or multiple Proponents, prior to awarding a Contract.
MERX ELECTRONIC BIDDING SYSTEM
- This Request for Proposals (RFP), including any attachments and amendments to such RFP, is available for download by the Proponent on MERX. MERX is a Canadian Public Tenders electronic bidding system accessible at https://www.merx.com. It is the sole responsibility of the Proponent to ensure its compatibility with MERX.
- Proponent proposals MUST be submitted electronically through MERX, preferably in a PDF or MS Word file, prior to the RFP Closing Date/Time specified in the RFP. Proposals submitted in other formats, by other methods or through any other means, or after the RFP Closing Date/Time specified in the RFP, may be rejected by FCC.
PRIORITY OF DOCUMENTS
In the event there are any discrepancies between this opportunity notice and the information on the MERX website proper, this opportunity notice shall take precedence.
