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 Partnered Digital Sustainability Campaign Wraps with Strong Results A successful six-week digital campaign highlighting the Canadian beef sector’s environmental sustainability progress wrapped at the beginning of May. Entitled “Confessions of a Canadian beef farmer,” the public-focused campaign was delivered in partnership by Canada Beef, the Canadian Roundtable for Sustainable Beef (CRSB), and the Public and Stakeholder Engagement (PSE) program. The partnership allowed for the combining of funds and resources for a more impactful, wider-reaching campaign. “Confessions of a Canadian beef farmer” centered around a lead story video and three extension videos, each of which built on the lead with concrete examples of sustainability progress based on key messages shown to resonate through consumer message testing. The key messages leveraged data and information from the CRSB’s National Beef Sustainability Assessment (NBSA). Messages included: Carbon Under Cover - Land used for raising beef cattle in Canada helps to store 1.9 billion tonnes of soil organic carbon. That’s the equivalent of taking two billion cars off the road for an entire year! Raising Cattle, Lowering Emissions – From 2014 to 2021, bringing every kg of Canadian beef from farm to table created 15% less greenhouse gases. And we’re not stopping there – we’re on track to hit a 33% emission intensity reduction by 2030! Hooves and Habitat - Our pastures pull double duty – raising beef and providing 74% of the critical habitat wildlife need for reproduction across Canada’s crop and pastureland. Alberta feedlot operator Andrea Stroeve-Sawa served as the face and voice of the campaign and other producers and production systems were represented in the video footage. The campaign used digital tactics including advertising on Meta, YouTube, and Digital Out of Home (e.g. malls, office buildings, subway stations) to reach Canadians. The campaign garnered a total of over 19.1 million impressions. The click through rate (CTR) of the campaign was 1.48%. For this campaign, YouTube was the most effective tactic, bringing in over 54% of the impressions and 85% of the clicks. An updated Benchmarks webpage on the CRSB site was created and served as a campaign landing page. Check it out to see all videos, as well as source reports and scientific assessments from the NBSA. Back to main page RON GLASER Vice President, Corporate Affairs

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