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 Beef Week on campus As part of Canada Beef’s Thinkbeef.ca education program, the Consumer Marketing team produced a Beef Week event in October 2023 at five post-secondary school campuses. The campaign returned for a second week in the new semester term in January 2024. Participating schools included the University of Guelph, Algonquin College, the University of Saskatchewan, Trent University, and Western University. Beef Week was developed through a relationship between Canada Beef and the Canadian College and University Food Service Association (CCUFSA). The recipe content for the program originally came from an article series, Cooking by Degrees, which was featured in the Toronto Star in the fall of 2020 sponsored jointly by Canada Beef’s Public and Stakeholder Engagement Team and the Canadian Roundtable for Sustainable Beef. For the Beef Week promotion, Canada Beef worked in partnership with CCUFSA to develop the original Cooking by Degrees recipes into more consumer-friendly versions, including the production of how-to videos and a 20-page recipe booklet. Other assets included event materials and recipe videos and images. These were used as the basis for the two weeks of beef promotion at campus foodservice operations.   This marketing initiative saw the five participating post-secondary schools promote and feature beef to their student population at their campus foodservice operations. Tactics included social media, a student contest (students could enter one ballot for every beef meal they ordered), and beef meal features, as well as on-campus media sites focused on positive beef messaging around beef nutrition and beef cattle environmental benefits/perspectives. Beef meal offerings for Beef Week varied across the campuses, with some schools allowing all beef-based meals at a location to be counted as an opportunity to enter the Beef Week promotional contest. The campaign helped to leverage the more than 11,300 beef meals sold and resulted in almost 3,100 campus ballot student entries. Social media results by school included 13,278+ impressions, 1,290 engagements, and 18,131 video views. The public-facing Instagram contests netted 2,000+ entries.   Beef Week helped reach a young audience of ‘next generation’ beef consumers and helped counter negative beef information in an engaging way. This is timely given Health Canada’s recent launch of a Canada Food Guide initiative to further promote plant-based mandates at publicly funded foodservice operations such as post-secondary institutions. Back to main page JOYCE PARSLOW Executive Director, Consumer Marketing

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