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Winning consumer trust and crave appeal: ad campaign insight research results
Just as the pandemic began in March 2020, Canada Beef launched two national consumer marketing campaigns (Canadian Beef brand, and generic funded) aimed at countering the negative narrative about beef. Both campaigns emphasized the intrinsic positives of beef (Canadian Beef)—that beef has an important role to play in our lives as a powerful single-ingredient protein that is sustainably raised and delicious. In other words, beef belongs at our tables and in our communities.

We worked closely with our agencies to shift and adapt both media-mix and message as the realities of the pandemic set in. People were locked-in at home and needed/wanted to cook. With a strong focus on culinary topics—recipe inspiration to shake up mundane meal routines and how-to information to enable consumers to brush up on their beef-centric food skills—we worked to maintain relevance with consumer needs while still staying true to our campaign messages of trust and authenticity. Consumers stocked up on beef from the grocery stores and while they were hunkered down in their kitchens ready to cook, many were not sure where to start—they needed help in the way of recipes, serving suggestions and cooking instructions.

Both campaigns were in the market until December 2020, evaluated by outreach metrics paired with consumer insight research to gauge consumer reaction to the messaging. We worked with Kantar Market Research Company based in Toronto to test both campaigns. Kantar has built unrivalled knowledge about ad effectiveness. They can compare the consumer survey results for Canada Beef’s campaigns against consumer reaction benchmarks they establish in all their work globally with other clients. Therefore, when they make comments of comparisons it is against a robust set of comparisons.
Kantar created an ad-tracking, on-line survey with 200 English-speaking consumers, ranging in age of 20 to 60 years across three major markets in Canada. The majority of consumers were from urban areas and had purchased beef in the last 3 months.

Through the research we wanted to understand the following:

Recognition: Involvement/Engagement - Did the ads connect with people? i.e., make beef (and the Canadian beef brand) more salient? In addition, did the brand have a role in the connection?
Messaging - Does the ad affect the consumer relationship to beef/Canadian beef in the right way?
Response Persuasion - Did these associations make the beef (and Canadian beef) more desirable?
Equity Impact - Did the ads make beef/Canadian beef seem more meaningful and different from the competition?

Evidence of what is working:

The appetizing ad images of the beef attracted attention and achieved above-average scores for ‘active involvement’, proof that the ads drove enjoyment and helped reinforce a love for beef. Viewers spontaneously called out their appreciation, with comments expressing that the ads made them want to eat beef right now!
The ads contained relevant, believable messaging – driving strong intention to choose beef.
The ads provided long-term equity for beef with proof that they supported viewers’ feelings of affinity for beef, that beef meets their needs, that beef’s authenticity is trendsetting and is different from other protein sources.
Key messages of beef/Canadian beef were understood and conveyed positive reaction

For the Canadian Beef campaign ads, viewers reported strong identification of the brand (Canadian Beef)

Specific Campaign Results
1. The Only & Only Beef Campaign

Viewers reported enjoying these video ad clips.
Significantly elevated responses that they would enjoy watching them ‘very much’ in the future.
The ads grabbed viewers’ attention in a very positive way, with reports that most found the ads to be involving, unique and interesting.
Although there are some comments that the video(s) were irritating and that the message was muddled, Kantar’s comment is that this is a consistent reaction when it comes to edgy ads and that this factor actually contributes to overall audience involvement.
Viewers overwhelmingly enjoy the food imagery, and the humorous, upbeat portrayal of things that are not ‘real’ however, while beef ‘is’ real.

Long-Term Equity - The ads do a great job of building long-term equity for beef. After seeing each ad, viewers reported that:

they love beef more
that beef meets their needs
that beef is setting trends and is different/unique from other protein food options.

2. #MyCanadianBeef Campaign
As with the One & Only Beef ads, the online #MyCanadianBeef campaign was reported as being enjoyable and engaging. This campaign also gained strong scores that demonstrated clarity of messages around beef's suitability and crave-ability.

Consumers indicated strong credibility and affinity for Canadian beef farmers and ranchers
Consumers indicated they did not have a strong connection with the invitation to learn more about Canadian beef. Very few consumers disagree with sentiments that Canadian beef farmers and ranchers take pride in their work and are important stewards of the land
Consumers strongly agreed that beef is a versatile meal-maker.

Overall, the campaign creative helped to reinforce the idea/thinking that beef makes sense in people’s lives, and that despite the common negative media and competitor narrative towards beef, there is no need to consider defection or reduction of their current beef buying and eating habits. Beef Belongs, Beef Makes Sense. It’s plain and simple and both campaigns serve to underline these two truths with Canadian consumers.

What’s Next?: With the proof that both advertising campaigns are doing the work we’d hoped them to do we will be investing further to reach more of our key target audience – young women and men who are most vulnerable to negative messaging on beef.

Both campaigns were extended into Q4, with further investment to extend outreach of these proven creative approaches.
Investment to go deeper with younger audiences with exposure through Food Network, Tik Tok, Tasty, Instagram and powerful Influencer audiences.

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Consumer Team
Joyce Parslow, Ron Glaser, Michele McAdoo

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