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 Focus on healthy aging The number of aging adults in the Canadian population is growing. Canada Beef has identified this consumer segment as important to beef demand and is focusing marketing efforts on this group. Having grown up with beef as part of their traditional meal patterns, this segment represents an audience of loyal beef consumers. As people age, appetites and interest in meal preparation decline, and health and diet concerns become a focus. These factors can lead to a decrease in beef purchases at a time when protein is important in preventing or reducing frailty in seniors. To address this gap, this year's focus has been on developing key messages and resources targeting trusted influencers like health professionals and marketing efforts directed at aging adults and their family support networks. At Thinkbeef.ca, two key resource areas were developed to support marketing efforts. These include a Protein Resource section highlighting tools available on the importance of protein, along with a webpage with specific information to address the concerns of this demographic, which can be found here. Eat Well Age Well is a key consumer information resource developed for distribution to health professionals, including physician offices. It can be ordered through the Sample Cupboard, a resource distribution provider that offers educational resources and product samples for patient counselling.  These information resources are key to the consumer marketing efforts, which include a nationally distributed sponsored article paired with a ‘helpful tip’ ad in the February issue of Zoomer magazine and a regional TV broadcast segment. Zoomer magazine has a readership of over 1.1 million, including older, higher-income Canadians.  The paired ad with advertorial discusses the importance of protein for healthy aging and presents beef as an excellent source of protein. It showcases tips on fortifying ‘typical senior meals’ with beef, and a QR code that links to order or download the Eat Well Age Well resource. The same information was featured on CHCH Breakfast television on January 20, presented by Registered Dietitian Carol Harrison. Reaching an audience of close to 300,000 viewers, Harrison provided key points about the importance of protein and demonstrated the recipe ideas and tips that were featured in the Zoomer magazine ad. You can view the segment here.  Back to main page  JOYCE PARSLOW Executive Director, Consumer Marketing |
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