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With a focus on summer, Consumer Marketing launched a ‘Six-Week Summer Sprint’ portion of the new year-long campaign, Pick the beef with the leaf. The Summer Sprint, which features new resources and multimedia outreach celebrating Canadian beef producers and Canadian beef,started on June 24 and continues right up to Food Day Canada on August 3. The Sprint includes a targeted digital video campaign, ‘We Love What We Do,’ which highlights the passion and good work of producers raising Canadian beef across the country. The endeavor includes a ‘welcome’ video for newcomers to Canada. And on the Food Day Canada weekend Canada Beef is sponsoring six three-to-five-minute TV broadcast appearances with culinary celebrities on major stations across the country, supported by social media outreach. Be sure to check out all the activities and resources at canadabeef.ca/pickthebeefwiththeleaf.

Be part of this campaign: share your Canadian beef moments
Calling all beef ranchers and farmers – let’s celebrate the gifts of summer from our fields and farms together. As Food Day Canada approaches on August 3 Canada Beef is excited to invite you to share the joy of summer cooking and eating – featuring Canadian beef, of course. Show off your beef culinary adventures by sending us a photo of you and your loved ones gathered at the grill, patio, picnic table, or out in the field, enjoying Canadian beef.



We will share these family images on Canada Beef’s social media platforms and website as part of the ‘Six-Week Summer Sprint’ campaign. Email your best shot(s) to info@canadabeef.ca or direct message us on your favourite social media platform. We look forward to receiving your images.

Beyond the Summer Sprint, the ‘Pick the beef with the leaf’ year-long consumer campaign supports Canadian beef with a focus on value and the Canadian Beef Advantage (CBA) to address consumer concerns about beef pricing and the proliferation of imported beef at retail. The quality advantage of Canada Beef Grades and how cattle are raised in Canada are key CBA topics included in the campaign.’

With a focus on two target audiences—families with kids and young adult households, digital ads with monthly placements are designed to drive viewers to content at canadabeef.ca/pickthebeefwiththeleaf. Content on the website features ‘Make the Most of Beef’ and ‘How to Read a Beef Label’ to leverage beef value, beef hacks to leverage satisfaction and convenience, and ‘DIY Take Out’ to inspire new beef cooks to dine-in with beef.
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JOYCE PARSLOW
Executive Director, Consumer Marketing

CONTACT US
Suite 146, 6715 – 8th Street NE
Calgary, AB Canada T2E 7H7
Tel: (403) 275-5890
info@canadabeef.ca
canadabeef.ca
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Editorial contributor and oversight provided by Gina Teel, Director, Stakeholder Communications, Canada Beef.

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