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 Ad campaign highlights merchandising guides Canada Beef’s Channel Marketing team produced an advertising campaign aimed at retailers. The goal was to highlight resources available to build their business with Canadian beef. The Channel team booked a series of advertisements in Canadian Grocer magazine, considered the most influential brand among key decision-makers in the grocery industry. Canadian Grocer readers include retail head office executives, buyers, store owners, franchisees and store managers. They offer a multi-platform reach with 17,416 print subscribers, 14,937 e-newsletter subscribers and 123,659 unique website visits every month. Full-page advertisements appeared in four issues of Canadian Grocer from August 2022 to February 2023. The advertisements focused on the six demand-building merchandising guides developed by Canada Beef to increase category growth and profitability. The guides included three resources on value-cuts, two resources related to grilling and barbecue and one focused on ground beef. The resources are intended to inspire and promote the expansion of beef assortments; all six guides show a range of cuts available for these categories.   The first three insertions highlighted all six resources, while the February 2023 advertisement highlighted the grilling resources ahead of barbecue season. All advertisements included QR codes linked to the resources. A custom e-blast campaign was also produced to complement the print advertisements. Four Canada Beef e-blasts were sent to the Canadian Grocer e-newsletter distribution list. The e-blasts were sent in May, September, January and February and featured the same content as the print ads to reinforce the messaging. Readership for each issue is 219,254 total audience including both the print and digital versions of the magazine. Each e-blast reached 14,937 subscribers with open rates averaging over 50%, well above the industry average of 33%. This campaign highlighted Canada Beef’s support of the retail industry and increased awareness of the resources available. The retail web page that housed the merchandising guides received 637 page views. Back to main page  SHELBY VANSICKLE Senior Director, Channel Marketing |
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