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 Canada Beef works with influencers to enhance credibility and gain trust When a trusted figure delivers the message that Canadian beef is a healthy choice, their voice is more credible—it’s like a third-party endorsement. Influencers can also help deliver the Canada Beef message to new audiences that might be difficult and expensive to reach if not for the opportunity to access influencer platforms and media relationships. The Consumer Marketing team worked with two influencers to put together a powerful story on how research substantiates the need for iron to support top performance for athletes. One of the main tactics for Consumer Marketing under health and nutrition this year is to highlight the important nutrients of beef, with iron as a focus. This information was delivered through story-telling—an interview article between Canada Beef’s sponsored athlete Olympian hurdler Sage Watson and registered dietitian, Carol Harrison. The story ran in CanFit Pro, a print and online magazine with a circulation of 41,000. In addition to the two-page spread, the story was highlighted on the cover of the May/June issue. This publication reaches personal trainers, fitness leaders, healthy weight loss coaches who counsel their clients on health and nutrition regularly. Harrison is their guest nutrition writer and contributes to the publication regularly. You can read the story here. “These trainers are also powerful influencers—consumers trust these health advisors and are in contact with them on a regular basis,” said Joyce Parslow, executive director, Consumer Marketing, Canada Beef. The article, written by Harrison, featured information on iron deficiency and the value of adding iron to your diet through food choices rather than supplements, including adding more red meat. This was supported by Watson’s story of how adding red meat to her diet helped her overcome iron deficiency. According to the article, Watson continues to eat iron-rich foods – including red meat four or five times a week – take supplements and check her iron levels annually. “I had this huge wake-up call when I realized I need red meat,” said Watson, who is now 26 and training full-time in Tucson, Arizona, for the Tokyo Olympics. “I have energy and feel best when I eat this way. It’s been eight years of learning what works best for me and my body. I crave a steak – it’s how I grew up. I will finish a training session and I crave a steak!” This one article had the net effect of using four influencers to deliver this important message and give Canadian beef the health halo it deserves. The influencers included: Celebrity-athlete Sage Watson provides the perfect voice to reach young women who are health concerned/health information seekers. Expert Endorsement from registered dietitian Carol Harrison, a media dietitian who specializes in finding unique routes of outreach. Media Endorsement from respected publication CanFit Pro magazine. Fitness Trainers/Experts who are influenced by articles printed in their trusted magazine, CanFit Pro. These influencer relationships provide an amplifying effect. Canada Beef works with influencers to provide ideas and background on potential stories but these credible third parties deliver the message. “Building these relationships and synergies allow us to make producer dollars work harder,” noted Parslow. “We get a ‘big bang for our buck’ when influencers help deliver the Canadian beef message of health and nutrition.” Back to main page JOYCE PARSLOW Executive Director, Consumer Marketing

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