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 National consumer campaigns put the spotlight on Canadian Beef Canada Beef recently launched two marketing campaigns aimed at Canadian consumers. The goal of the campaigns was to counter some of the negative stories about beef by emphasizing the positive—that Canadian beef is nutritious, single-ingredient, sustainably-raised and delicious. Beef plays an important role at our tables and in our communities and these campaigns were designed to remind consumers of that and to highlight the work of Canadian beef producers. In light of the COVID-19 pandemic, the campaigns have shifted focus to meet consumer needs at this time. “Restaurant options are limited. We know consumers have stocked up on beef from the grocery store and while they’re in their kitchens ready to cook, many aren’t sure where to start—they need help in the way of recipes, serving suggestions and cooking instructions,” says Joyce Parslow, Executive Director, Consumer Marketing for Canada Beef. Parslow notes that content will shift to focus on culinary topics—with recipe inspiration to shake up mundane meal routines, and how-to information to enable consumers to brush up on their beef-centric food skills. “Given the change in focus, we negotiated with our out-of-home media outlets like Goodlife Fitness to cease campaign outreach for now and start it up again when ‘normal’ life returns. Our media investment will be more heavily directed to on-line and digital outreach efforts,” says Parslow. According to Michele McAdoo, Communications lead at Canada Beef, “This shift has already yielded some amazing results with a strong uptake of website traffic.” McAdoo provided some highlights:
Nicknamed Project Crave, the One & Only Beef campaign operates under the ThinkBeef.ca marketing platform. The focus of this campaign is to promote the “culinary crave” quality of beef—real taste, real sizzle, real juiciness—for real people. Supporting materials developed for the campaign can be seen at thinkbeef.ca/real. These materials were well-suited to shift to a culinary focus during the COVID-19 outbreak. They include beef culinary-inspiration videos, a monthly-draw Instagram contest, a new ground beef recipe booklet, influencer recipes and outreach to their communities. In light of COVID-19, video content featuring food images is currently taking the lead, with the fun spoof videos reserved for release later this year. You will find the videos and all the supporting materials at thinkbeef.ca/real. Part of the campaign includes “spoof” One & Only Beef videos with drool-worthy food photography and fun images (including kids, cats and toupees) set against a backdrop of catchy pop music. These videos are available to view at the ThinkBeef.ca website under The One &Only Beef tab and are linked from targeted digital placements on social media platforms. To support the campaign, seven social media influencers developed a set of recipes that they post on their platforms and link back to thinkbeef.ca. Using influencers provides an authentic voice to promote beef which can be a powerful motivator for consumers.  One of the influencers working with Canada Beef is CJ Katz. A food writer based in Saskatchewan Katz is the culinary host of The Wheatland Café on CTV. A recent segment featured her recipe for Dry-brined Steak with Wild Rice and Tahini Sauce (you can find the recipe on the thinkbeef.ca website). To support the campaign at the meat case, there is a retail tool kit featuring customer recipe books, countertop display, a tent card, decals and more.  Wear your pride on your sleeve To support the One & Only Beef campaign Canada Beef has developed a line of promotional wear focused on beef. Aprons, hats, t-shirts and buttons with the message “The one and only beef” and “Keeping it Real”. These items will be available soon at the BEEFpride e-store.  Campaign B: My Canadian Beef story There is nothing more powerful than the people who raise and work with Canadian beef telling their story. The campaign My Canadian Beef story does just that—enlists beef farmers, cooks and dietitians to share their stories focusing on nutrition, family meals, the pride of raising beef and the importance of beef farming and ranching to Canadians. You can read about our advocates at canadabeef.ca/mycanadianbeef.  This work is being delivered across numerous platforms including articles and images by third parties with audiences outside our traditional communities. These won’t carry the Canadian Beef brand so you might not recognize your check-off dollars at work but they convey authentic and powerful messaging about Canadian beef. These range from an article featured on the website Curiocity — a social media platform designed to highlight local activities—across four cities including Vancouver, Calgary, Edmonton and Toronto with a reach of 79,000. You can see the article at https://curiocity.com/vancouver/food-drink/5-beef-dishes-that-will-leave-your-dinner-guests-wanting-more/ Other platforms include the Daily Hive which featured an Instagram quiz focused on beef sustainability and nutrition and the Weather Network with an app that features a survey to engage their readers. Influencers are posting and creating content on an ongoing basis. Three cooking videos focused on “Prime Rib know-how” are being promoted by influencers. This content even made an appearance on breakfast television. BT Toronto via Skype talked to nutritionist Andrea Buckett about staying well fed during times of stress. During these challenging times, the Canada Beef team continues to promote the Canada beef story to Canadians across the country. Back to main page  Consumer Team Joyce Parslow, Ron Glaser, Michele McAdoo |
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