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 Father´s Day Campaign at HEB stores Canada Beef collaborated with H-E-B supermarkets in a strategic Father's Day campaign to promote Canadian rib eye in Mexico. H-E-B is a leading chain with approximately 70 stores across Mexico and over 400 stores in the United States. The chain implemented several initiatives to emphasize the quality and origin of Canadian beef cuts. The campaign featured a sampling program of Canadian rib eye at 21 premium stores across five northeastern Mexican states. This provided customers the opportunity to experience the taste and quality of Canadian beef to increase interest and potential purchases at retail locations and through H-E-B's e-commerce platform.  Canada Beef created an exclusive recipe book featuring recipes from its brand ambassador, Chef Federico López. These recipes showcased innovative ways to prepare Canadian rib eye, offering consumers inspiring and delicious culinary ideas. Chef López presented virtual training sessions to store demonstrators on how to prepare beef carpaccio and tartare, the recipes offered at the in-store demonstrations. The specially designed recipe booklets were also offered at the sampling stations, adding gourmet value to the campaign.   The Canadian product was prominently featured on H-E-B's e-commerce platform, accompanied by the Canadian Beef logo and detailed information about beef grading in Canada. This educational approach informed consumers about the product's high-quality standards and educated them on the rigorous production practices in the Canadian beef industry. To promote the campaign, digital banners were placed in El Norte, a well-known e-newspaper distributed in Northern Mexico. The ads informed readers about the availability of Canadian rib eye at H-E-B stores and directed viewers to H-E-B's webpage via a link. To further encourage sales, there was a special promotion offering a giveaway of a set of steak knives with every purchase of the Canadian beef piece. H-E-B delivered special boxes of Canadian beef samples to its VIP customers, featuring the Canada Beef logo on the box. This comprehensive campaign emphasized the dedication from suppliers to promoting beef from Canada and enhancing consumer awareness and appreciation of its premium quality. Back to main page  CLAUDIA HERRERA-BLANC Director, Market Development, Mexico & Latin America |
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