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 Eat Like a Canadian and Canada Day Campaign What does it mean to eat like a Canadian? Good question. Is it a specific food? A certain cuisine? Perhaps it’s an amazing moment when we gather with family and friends to eat delicious food? Working with Story Brokers Canada Beef created five videos that each highlight a different story – Good Food Brings Us Home, Celebrate Home, Canadian Culture is any Culture, Sharing Traditions and Catch the Flame. These videos captured the essence of enjoying, sharing and celebrating good food coast to coast and from table to table. The video collection was highlighted across YouTube and social media from June 25 to July 1, 2021. The objective of the digital campaign was to drive awareness of Canada Beef leading up to Canada Day. The target audience for the videos was Canada Beef’s core audience (leveraged in past campaigns) along with other friends and families celebrating Canada Day, as well as foodies and outdoor enthusiasts. The campaign also paired a digital campaign with ads on Food Network Canada to expand reach and align with premium culinary content. Canada Beef collaborated with Food Network Canada on a homepage takeover for July 1, Canada Day.   Food Network Canada has 650,000 unique monthly visitors with 17.7 million page views. This was an opportunity for Canada Beef to feature digital ads to highlight the video content and recipes. Consumers were driven to a new article page called Eat Like a Canadian on the canadabeef.ca website. Campaign highlights included: The campaign achieved 528,000 impressions and 110,000 video views. Top-performing creatives were the Sharing Traditions video which accounted for 31% of total views on social media. The Canadian Culture is any Culture video accounted for 19% of total views in YouTube program advertising. 72% of social views were attributed to females with a total of 34,000 views. Food Network efforts drove 886,332 impressions, and 266 clicks to the site. Home Page Take Over efforts were extended across all of Food Network Canada’s pages, resulting in almost 440,000 bonus impressions. Ontario viewers accounted for 49% of total viewers in driving awareness for overall campaign. Check out all the videos here. Back to main page JOYCE PARSLOW Executive Director, Consumer Marketing MICHELE McADOO Executive Director, Digital Marketing

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