|
|
| View in browser | |
 Canadian beef grading system trade ad campaign launched Canada Beef’s Channel Marketing team has launched an advertising campaign to promote the Canadian beef grading system to retailers. The campaign is designed to educate the grocery trade about the quality and value offered within Canada’s top three beef grades—Prime (Canada’s highest grade), AAA, and AA. These three grades represent approximately 97% of commercially graded beef production in Canada. “Now is the perfect time to promote the Canadian beef grading system,” said Rod Koning, executive director, channel marketing, Canada Beef. “With increased imports, higher retail prices, strong competition from lower-valued imported beef and the variety of other protein choices available in today’s marketplace we knew it was important to highlight the attributes that Canadian beef grades offer customers.”  The ad creative asks the question, Does your beef program make the grade? and suggests that retailers think about what their customers are looking for when buying Canadian beef. Understanding what beef grades represent will help consumers choose the product that’s right for them and improve overall consumer satisfaction.The ad includes a Grade Expectations section that features a description of the attributes of each grade. This is the first time that the Canada AAA (top tier) grade selected specifically for premium quality brands is being highlighted. The trade ad also highlights the marketing resources available to retailers to promote Canadian graded beef programs to their customers. “We want to support industry in their efforts to offer Canadian beef programs that feature Canada’s best grades, and what we believe is some of the world’s finest graded beef, to their customers,” added Koning. The trade ads ran in spring and summer issues of Canadian Grocer and Grocery Business magazines. These publications have a reach of more than 17,000 and 13,000 respectively.  The trade ad campaign was supported with a companion ad campaign directed at consumers. The theme of the campaign, Ask for the Good Stuff encouraged consumers to look for the grade when buying Canadian beef. The ad also provided information on the top three grades to educate consumers about what the grades mean. The full-page ad ran in the spring issues of popular Canadian publications including Readers Digest, Chatelaine, Canadian Living, Maclean’s magazine, House and Home, Style at Home, Savour Calgary, Western Living, East Coast Living, and Foodism magazine.“Educating retailers and consumers about the Canadian beef grading system and what it represents differentiates Canadian beef in the meat case,” said Koning. “When consumers understand the grade of beef they are buying it will enhance their satisfaction and ultimately increase sales,” he said Back to main page  ROD KONING Executive Director, Channel Marketing  NICK CHIRICHELLA Director, Channel Marketing |
|
CONTACT US Suite 146, 6715 – 8th Street NE Calgary, AB Canada T2E 7H7 Tel: (403) 275-5890 info@canadabeef.ca canadabeef.ca |
You’re receiving this newsletter because you’ve subscribed to Canada Beef Performs. No longer interested? Forward to a friend? Comments? Email our editor at editor@newsletter.ca © 2021 Canada Beef. All rights reserved. |
|
 |