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 Canadian beef live streams focused on consumers The pandemic restrictions inevitably transformed daily life with new ways of doing things that will no doubt survive into the post-pandemic world—things like online grocery shopping and cooking at home more often. Digital consumption has also increased exponentially. While the use of streaming platforms already existed, as people spent more time at home the use of these increased and everyone was forced to learn to use the technological tools available. Face-to-face events shifted to TV screens, computers, smartphones and other devices. Platforms such as Zoom, Instagram Live, Facebook Live, YouTube and Radio proved to be the main alternative to showcase an unprecedented variety of topics. These platforms allowed Canada Beef’s Latin American and Mexico Team (LATAM) to provide content directly to the consumer audience. These streaming events provided the opportunity to learn more about the Canada Beef brand, quality, processes, industry, and origin differences and to build trust in the brand with every new type of content the team generated including cooking classes, different menu pairings, butchery demos, nutritional information virtual platform.     LATAM was able to offer the consumer personalized, fun experiences—some of these experiences were interactive, changing classrooms and conference auditoriums for creative interactive sets developed not only for them but for other audience segments like the foodservice and distribution industry. Overall, the events created about 8 million visitor-viewers in 27 different streams of #EatLikeaGourmet, #CutLikeaButcher, #CookLikeaNutritionist, #PairLikeaPro, #TacoLove, #NotYourCommonBurger as well as 25 Radio capsules, among other activities. You can also view the LATAM YouTube channel here. Here’s a brief summary of some of the streaming events created throughout the year (there are clips from 16 different activities in this 3-minute video). The streaming events and the development of the virtual Canadian beef boutique also served to generate greater demand and brand exposure and to market creative experiences in a unique way, optimizing distributors’ online sales by directing potential customers from our platforms to their e-commerce sites. These sessions also provided insight into consumer behaviour; each virtual initiative revealed valuable information regarding preferences of each segment for beef cuts, priorities in the selection of meat purchasing, trends, limitations, knowledge of the brand, product, competition analysis and areas of opportunity, providing direction for LATAM online presence and activities for the upcoming year. COVID-19 Update The Secretariat of Treasury has indicated that the full recovery of the economy will not be achieved until the health crisis is completely overcome. The vaccination program and containment measures are crucial, but at the current vaccination rate, it would take more than a decade to vaccinate 75 percent of the population. The Government is looking for vaccines of any place and quality to increase daily vaccinations in the coming weeks and months and has pointed out that Mexico is not acquiring second-rate vaccines, in response to growing doubts regarding the quality and effectiveness of the ones acquired. Regarding the number of effective tests and tracking of infections, our country is below the average of the rest of the world. The public policies of the Government are crucial, and the Government will have to apply relief measures for companies and workers to help speed up the economic recovery. Airports have installed modules to perform coronavirus tests for passengers travelling to the United States and Canada. No mandatory quarantine for US travellers and no mandatory quarantines for travellers arriving in Mexican territory. The collection of the new tax for foreign tourists visiting the Mexican Caribbean will be in force as of April 1st. For the Holy Week and Easter vacation period, there is an estimated arrival of five million tourists to the country. Back to main page  CLAUDIA HERRERA-BLANC Director of Marketing, Mexico/Latin America |
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