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 Promoting Gateway to consumers The Consumer Marketing team has worked to integrate the new Canadian Beef Information Gateway (Gateway) program information into consumer tactics where there was a logical fit. To do this, a series of advertisements were placed in key consumer publications and online media to coincide with grilling season along with an exciting cross-promotion with Furlani Foods. This included a series of digital ads on Gym TV, targeting fitness facility locations close to grocery stores. The ads garnered 50,000 – 60,000 impressions daily with a total of 1.8 million impressions over four weeks.  The team also created a cross-promotion with Furlani Garlic Bread called Great on the Grill. The promotion featured a unique, traceable QR code printed on the front and back package panels of two varieties of garlic bread. Over 1.8 million packages are printed with the QR code linked to the campaign microsite at cdnbeef.ca/greatonthegrill. The site features six new recipes and videos linked to the Gateway. One of the most popular recipes on the website was the barbecue-style pulled beef sandwich. Great on the Grill was also promoted by two social media influencers.  To encourage consumer participation, the team created a contest. Ads were placed in several publications such as Canadian Living, the Globe and Mail’s Food & Drink Canada supplement and the Make it Beef Club Newsletter. Contestants linked to the contest from a QR code and entered to win a Beef BBQ Pack. The contest site featured information about the Gateway program with links to videos and extended information. Contestants were also asked to provide a mailing address in order to receive a fridge magnet with a scannable QR code linked to the Gateway website – the idea being to enable quick access to the wealth of information the Gateway provides from the comfort of their own kitchens. The contest netted 2,300 entries with mailing addresses. The QR code on the fridge magnet has a unique tracking code, which will allow the team to monitor how many users are linking to the website from the magnet. The Consumer Marketing team will be integrating the Gateway into the current consumer marketing campaign My Canadian Beef and will continue to explore opportunities to integrate Gateway into consumer promotions and marketing efforts. Back to main page  JOYCE PARSLOW Executive Director, Consumer Marketing |
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