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 Beef snacks campaign According to research published by Restaurants Canada, 65% of Canadians have replaced a meal with a snack at least once a month. And half of all Millennials and Gen Z consumers are replacing meals with snacks once a week or more. Recognizing an opportunity to position beef as a healthy and convenient snack, a campaign was developed to showcase beef beyond traditional meals like lunch and dinner. Beef as a snack has many advantages—it contributes to better nutrition and provides an alternative to processed snack foods, perfect for kids and parents alike. Protein remains a key driver of food choices. Reimagining beef ideas as portable, convenient snack foods provides protein-forward options for consumers looking for healthier snack ideas. To support this campaign, a blog post highlighting beef snack ideas was created and posted at Thinkbeef.ca. In addition, a recipe booklet, Power Up! Protein-rich beef snacks for everyday, was produced and posted online; a print version is also available to order. The recipes featured in the brochure are posted at Thinkbeef.ca.   In March, Canada Beef’s Health and Nutrition team worked with two nutrition influencers to produce a campaign aimed at parents that highlighted healthy beef-based snacks for kids. The influencers created static and story posts (reels) and posted them to Instagram; the reels netted over 21,000 views. In addition, Happy Healthy Eaters published a newsletter on beef snacks and First Step Nutrition published a blog with links to the Thinkbeef.ca beef snacks information. The combined reach for these two communications was 25,000. Back to main page  KARINE REKUNYK Director, Health & Nutrition  EMILY RICHARDS Director, Culinary Initiatives |
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