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 Canada Beef launches multi-media campaign to drive awareness In September, Canada Beef launched a dynamic, multi-channel advertising campaign featuring three prominent outdoor digital billboards across the Toronto area and a three-page print feature in The Canada Magazine. The digital billboard campaign showcased two alternating creatives, one reinforcing the “Three Cues to Know it’s Canadian Beef” message, and the other highlighting the Best Canadian Beef Dishes Contest. Each 10-second static spot aired 336 times, generating an estimated 160,000 impressions between September 29 and October 5 on the highly visible 401 Highway /Pearson Airport screen. A third billboard, highlighting the Canadian Beef Information Retail Gateway and its recent integration with Instacart, ran on the Gardiner Expressway near Exhibition Place from November 3 to 9, 2025. This placement generated an additional 50,000 impressions. The print campaign featured the placement of a visually striking double-page spread in the October issue of The Canada Magazine that highlighted the "Three Cues to Know it’s Canadian Beef" campaign. A single-page ad in the same issue of The Canada Magazine promoted the Restaurant Gateway’s Best Canadian Beef Dishes Contest. The October issue was distributed as an insert to a targeted audience of 50,000 readers across three newspapers: 25,000 copies delivered on October 2 to Globe and Mail subscribers. 10,000 copies delivered on October 3 to National Post subscribers. 15,000 copies delivered on October 5 to Toronto Star subscribers. Together, the magazine, newspapers and billboard activations were strategically chosen and scheduled to maximize visibility, drive consumer engagement, and amplify the campaign’s overall impact. Back to main page KELLY HYDE Director, Consumer Promotions

CONTACT US Suite 146, 6715 – 8th Street NE Calgary, AB Canada T2E 7H7 Tel: (403) 275-5890 [email protected] canadabeef.ca	You’re receiving this newsletter because you’ve subscribed to Canada Beef Performs. No longer interested? UNSUBSCRIBE. Forward to a friend? CLICK HERE. Like to subscribe? CLICK HERE Editorial contributor and oversight provided by Gina Teel, Director, Stakeholder Communications, Canada Beef. © 2025 Canada Beef. All rights reserved.