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 Around the World with Beef campaign wrap-up Canada Beef’s Consumer Marketing team launched the Around the World with Beef campaign this past fall and winter, aiming to inspire Canadians to explore new recipes, cooking techniques, and global cuisines at home. The campaign featured a dedicated webpage, recipe brochure, and video content of the new global cuisine recipes at Thinkbeef.ca. The team developed 34 recipes from four different cultures including Chinese, West African, Filipino, and Middle Eastern. Demonstration videos were produced for each recipe which can be found here and four of the recipes were featured in a downloadable brochure found here.  The content was promoted in print advertising and social media posts featuring four influencers. Social media influencers Sylvia Kong, Bradley Yip, Joie Alvaro Kent, and Fariha Ekra shared the stories of Around the World with Beef from their kitchens. Each created social media reels to promote four of the recipes. Their engaging content showcased beef as a versatile ingredient at the centre of dishes from around the world.   The most popular recipes generated strong engagement across platforms including over 52,000 video views and more than 1,100 interactions from a single creator’s content. This dynamic approach helped the campaign achieve over 6.1 million impressions and 65,000 clicks, while driving a 198% increase in Thinkbeef.ca website sessions year-over-year. Pinterest generated more than 10.8 million impressions and over 61,000 clicks, reinforcing strong consumer interest in discovering new meal ideas. Print advertisements ran in two major publications. Elle Gourmet’s winter issue featured an advertorial print ad as well as digital content, while House and Home magazine included a double-page spread in its fall and winter editions, achieving 6 million impressions.  The campaign offered a fresh approach to beef, making it relevant and culturally rich. It highlighted that beef is not just an everyday staple, but an inspiring way to connect with global flavours and shared food experiences. Back to main page  EMILY RICHARDS Director, Culinary Initiatives |
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