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 National advertising campaign featuring bobsleigh athletes The Canadian Beef: Fuelling our Dreams advertisement featuring bobsleigh pilot Taylor Austin and three teammates ran on national TV recently.  The commercial for the initial segment of the campaign was created with footage captured at the Whistler Sliding Centre in Whistler, British Columbia, as well as the Winsport training facility and the Canadian Beef Centre of Excellence (CBCE), both located in Calgary, Alberta. The national commercial achieved an estimated 25 million views on television during its month-long run. A similar number of views is anticipated for an ongoing complementary social media campaign that ends March 31, 2026. While the commercial highlighted the nutritional benefits of Canadian beef to athletics, the social ads focus on the six nutritional benefits of beef and how beef fits into training and workouts. The CBCE also captured footage of the team preparing their favourite Canadian beef recipes that fuel their training. Taylor and a teammate presented their signature Taco Power Bowl, featuring lean ground beef as the primary protein source. Taylor explained how the dish is tailored to support elite athletic performance. The Centre team filmed Taylor’s recipe presentation, producing an instructional video in CBCE’s signature style for Canada Beef’s consumer audience.  Taylor Austin’s Taco Power Bowl recipe and many other resources are available on the Canadian Beef Information Gateway at www.cdnbeef.ca, or here. Funding for the advertising was provided by the National Check-Off and the Government of Canada’s Sustainable Canadian Agricultural Partnership. Back to main page   CAMERON PAPPEL Director, Canadian Beef Centre of Excellence Studios MATHIEU PARÉ Executive Director, Canadian Beef Centre of Excellence |
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