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 Integrated campaign with ParentsCanada produces results There are 5.6 million school-aged children in Canada, and research shows that poor nutrition is common among this group, with many under-consuming protein. Iron, zinc, and vitamin B12 are also shown to be nutrient shortfalls in school-aged children. Recognizing that consuming beef can address some of these nutrition issues, Canada Beef’s Health and Nutrition and Consumer Marketing teams partnered with ParentsCanada to develop an integrated marketing campaign to educate families on the nutritional benefits of beef as part of a balanced diet. The campaign aimed to promote easy, protein-rich recipes for school lunches and family meals, and to address nutritional gaps—especially iron intake among teen girls. The team worked with ParentsCanada on a year-long campaign that included a range of tactics, from sponsored editorial content, videos, and social media to print advertising and newsletter articles.   Video Series The team developed a custom video series to support the campaign. The series included four videos designed to educate and connect with parents. Speakers delivering the messages in the videos included Canada Beef Director of Culinary Initiatives Emily Richards, Registered Dietitian Carol Harrison, and Canadian beef producer Sandra Vos (also featured in this year’s Meet the Farmer: International Year of the Woman Farmer campaign) who spoke about sustainability. The campaign team created nine short video teasers to encourage viewers to click through to watch the full video. The videos were distributed across ParentsCanada.com, the ParentsCanada newsletter, and social media channels, including a video views campaign on YouTube. This multi-channel approach maximized reach and frequency while reinforcing key beef messages in trusted, high-performing environments. Over 9,200 full video views were delivered. Digital Hub on ParentsCanada website The campaign included a digital hub on the ParentsCanada website. Protein Power for Kids housed all content into a single, easy-to-navigate destination focused on protein and iron. Newsletter articles, the video series, recipes and curated Canada Beef resources were featured. The key topics included school lunch ideas, iron for teen girls, picky eating, and simple meal preparation. Information on sustainability and climate consciousness was also highlighted. Over 7,750 pageviews of the hub and its content were delivered to a targeted audience.  The recipes included Taco Mac and Beef, Spicy Beef Wraps to Go, and Tuesday Tortellini Beef Soup.In addition to the campaign's digital elements, a full-page ad (page 5) was placed in their print publication, the Annual Guide for New Parents, encouraging parents to introduce beef when their babies start solids. Over 60,000 copies of the magazine are distributed exclusively to new and expectant parents through a targeted print distribution campaign. This is the fourth year Canada Beef has partnered with ParentsCanada, and each year, the partnership has consistently met or surpassed campaign targets. Their platform helps Canada Beef reach a key audience through a trusted media partner to amplify childhood nutrition and family culinary messages. Back to main page   Ron Glaser Vice President, Corporate Affairs Michele McAdoo Executive Director, Consumer Marketing   Karine Rekunyk Director, Health & Nutrition Emily Richards Director, Culinary Initiatives |
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