Pilling Foods

Marketing strategy for innovation


Pilling Foods is looking to better understand their target market(s) and to have a marketing strategy to increase brand awareness and conversion of sales. Pilling Foods is trying to penetrate the market with natural products using sales strategies through social media. The Business & Commercialization Solutions team at Research & Innovation were asked to look at competitors in the flours / seeds industry, trends within the industry, and research establishing a targeted audience, social media trends, developing a marketing plan on how to commercialize products.


Developed a target audience based on trends and cohorts who are willing to purchase a new product on the market. Developed a social media strategy to reach the identified target market(s) and increase the sales for the company. Furthermore, investing time to promote and sell the product using marketing mix channels to increase the number of customers and achieve positioning.

Funding: Ontario Centres of Excellence (OCE) through the College Vouchers for Technology Adoption (CVTA) program.