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 Amplifying Canada Beef videos across social media Canada Beef’s Consumer Marketing team created engaging, dynamic video content focused on Pick the Beef with the Leaf messaging. The videos highlighted the campaign’s theme that “Canadian beef is your local beef,” and were shown across national news television channels and social media and highlighted at trade shows and conferences, driving greater engagement and views. The videos are available here. To amplify the reach of the videos, the consumer marketing team worked with Chime Media, a Toronto-based agency, to increase awareness of Canadian beef, drive traffic to the Pick the Beef With the Leaf campaign landing page and highlight the videos. The team developed an 8-week campaign from December 5th, 2025, to January 30th, 2026. The content was featured in two ways: META – the videos ran as targeted ads on Facebook and Instagram. The team strategically targeted consumers interested in steakhouses, consumers who have engaged with the Canada Beef website, users who engage with the brand on social media, consumers looking for meat recipes, and audiences interested in healthy living topics. Performance Max – the team tested adding Performance Max (PMax), a new channel for Canada Beef. These video ads appeared across the entire Google ecosystem including Search, Display, Gmail, YouTube, and the Discover Feed. The PMax campaign launched with four audience segments including parents searching for recipes, health and fitness enthusiasts, meat enthusiasts, and barbecue enthusiasts.   The campaign delivered outstanding results. The content generated over 7 million impressions and 170,000 clicks to the landing page, exceeding projected results by 38%. Consumers showed strong interest in the video content, with many clicking through to explore the Five Reasons to Buy Canadian Beef. META led in both impressions and clicks, not unexpected given the scale of that audience. Within PMax, YouTube drove 2 million impressions, followed by Search. Ontario generated the largest share of impressions, followed by Quebec and British Columbia. Among the four audience segments, health and fitness enthusiasts recorded the most impressions, likely due to the campaign’s January timing, when diet and wellness goals are top of mind, followed by steakhouse and recipe interests. A key takeaway for the team is the importance of experimenting with new channels to showcase content. When content is shared where consumers are already looking, it becomes more relevant, accessible, and impactful. Back to main page MICHELE McADOO Executive Director, Digital Marketing

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