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 Canadian beef contest has outstanding results The Consumer Marketing team ran a Canadian beef contest from January 6 to February 16, 2025, to promote and encourage engagement with cdnbeef.ca, the Canadian Beef Information Gateway (Gateway). Participants had three opportunities to complete an entry form. First, they needed to scan the contest QR code or visit cdnbeef.ca, which brought them to the contest entry form on the Gateway home page. Once they completed the entry form, they were given two more tasks to complete to gain two additional contest entries. They could watch a short demonstration video on how to find a recipe to access another entry form. For the next entry form, they could watch a short demonstration video on how to use the cdnbeef.ca scan capability to access information about a specific cut of beef right from the barcode on a beef package. Completing the initial entry form included an opt-in click box to receive more information from Canada Beef in the future, allowing them to be included in Canada Beef’s consumer marketing and education outreach efforts, such as the monthly Make it Beef Club (MIB) newsletter distribution. The main promotional channel for the campaign was gym locations across the country, with posters and TV screens displaying advertisements with the contest's QR code. Canada Beef has worked with fitness location placements in the past and knew from post-ad surveys that gym frequenters are largely beef enthusiasts, beef users and protein seekers. The cash prizing of up to $10,000 and the opportunity to have three chances to win were strong motivators for participation, with the campaign netting close to six million impressions and 63,786 entries in total. Prizes included a $5,000 grand prize and five secondary prizes of $1,000 each. Winners were announced in the March issue of MIB. In addition to creating immense interest and engagement with the Gateway, the contest increased the number of subscribers to the MIB newsletter by entrants clicking on the option to hear more from Canada Beef when they entered the contest. Total membership is now 107,555, an increase of 50,525 subscribers, doubling the membership over the six-week contest period. Read more about this in the March issue of Canada Beef Performs. Back to main page JOYCE PARSLOW Executive Director, Consumer Marketing

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