Our work

Manitoba Harvest: Hemp Masterclass

Manitoba Harvest is the pioneer and global leader in hemp foods. Despite being one of the world’s most sustainable superfoods, hemp has been widely misunderstood by the general public and mainstream media due to its familial relationship to cannabis. Manitoba Harvest looked to Diffusion to elevate perception and demystify hemp foods for mainstream media.

Insight & Idea

To change perceptions and position hemp as the nutritional powerhouse it really is, Diffusion knew we needed to leverage experts in food & nutrition to speak to the health benefits of the superseed. Diffusion concepted the Hemp Masterclass, bringing Manitoba Harvest’s brand story, product versatility and spokespeople to life in an interactive setting for press.

Impact & Action

Diffusion worked with Manitoba Harvest to host a series of upscale dinner parties at private venues where media guests were invited to learn about hemp and enjoy a five-course, Michelin-grade tasting menu that incorporated Manitoba Harvest hemp foods in each bite. The masterclass delved into the many ways people should be incorporating hemp foods into their diet – outside the usual smoothies and yogurt bowls.