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 Burger it Forward campaign a winner for all More than 110 restaurants across the country participated in Canada Beef’s national Burger It Forward campaign in February resulting in over $53,000 in donations to local and national food bank efforts. Participating restaurants came from six regions including British Columbia, Alberta, Saskatchewan, Manitoba, Ontario and Atlantic Canada. Each participating restaurant served up a special local burger featuring 100% Canadian beef. For every campaign-featured burger purchased, Canada Beef donated the equivalent of one meal to Food Banks Canada (up to a maximum of $10,000).  This was Canada Beef’s first-ever giveback campaign, raising funds to support food security efforts nationally, across eight provinces. The goals supported foodservice recovery at the local level while promoting the local beef supply.The campaign created an emotional connection with restaurants, consumers, farmers and ranchers and media. To add to the fundraising effort, every provincial beef organization came to the table with generous support for the food banks in their region/province and in the Atlantic region, Atlantic BP donated ground beef to the Newfoundland food bank since there was no provincial beef group represented in that province. Two Atlantic dairy associations also participated by contributing donations based on milkshake sales added to burger orders in their regions. Results were outstanding with an estimated 29,261 burgers sold during the campaign; an average of 174 burgers sold per location. Restaurants experienced a 24% sales increase (on average). The top three restaurants featuring one burger for the campaign included: #1: Beach Boy Burger (London, ON): 1,067 burgers #2: 100 Mile Grille (Guelph, ON): 1,037 burgers #3: Blaze Gourmet Burgers (Vancouver, BC): 834 burgers And by featuring all their burgers in the Irving Big Stop Atlantic regions, Big Stop sold 11,132 burgers.  The campaign also generated some amazing media coverage as the message of fundraising for food security support really struck home with the media. With over 36 million impressions from both traditional and social media and 147 unique earned media hits, this campaign earned the advertising equivalent of $300,000. The media message was not only about the support of food security, but also shone a spotlight to the public on the importance of ground beef to food bank efforts and their clients. Bridges to Hope (Food Bank Newfoundland) said, “Ground beef is one of the most requested items by our food bank clients, but it is also an item we rarely have the resources to offer.” The Canada Beef team conducted a post-campaign survey. Satisfaction ratings were strong and 100% of restaurant respondents stating they would like to participate again in 2024. Canada Beef Executive Director, Consumer Marketing Joyce Parslow said, “It was great to work on a campaign that was such a win-win for everyone involved. It was meaningful for the restaurant owners, our beef producer groups, media and consumers. Even our Grand Prize winner in the social media contest portion of the campaign pledged to ‘pay forward’ his $500 prize to his local food bank. I was moved by the generosity of everyone involved in this campaign. It took the enthusiastic collaboration and support of many to make this happen,” she said.  Back to main page  JOYCE PARSLOW Executive Director, Consumer Marketing |
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