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 Campaign highlighting college and university chefs along with beef farmers  Canada Beef teamed up with the Canadian Cattle Association’s Public and Stakeholder Engagement team and the Canadian Roundtable for Sustainable Beef to once again partner with Star Metroland (a group of digital and print publications across Canada) to highlight some of Canada’s best college and university chefs along with Canadian beef farmers and ranchers. The Cooking by Degrees digital and social media campaign, published in the Star Metroland family of newspapers, featured recipes submitted by college and university chefs, highlighting their favourite Canadian beef cut. In the articles, chefs shared how they developed their menu items and how they include Canadian beef on their menus. The eight recipes are an interesting mix of ground beef recipes. Each recipe highlights the versatility of ground beef through a cooking method, flavour profile, cuisine, or sometimes all three. These chefs demonstrated a wide variety of creative and delicious dishes that featured healthy and affordable ground beef. Digital ads drove readers to this ground beef recipe booklet. Well-known agriculture reporter and Guelph University Professor Owen Roberts, interviewed Canadian beef producers to round out each article and provide readers with a fresh perspective on the farmers who raise and grow their food. Canada Beef thanks all the beef farmers and ranchers who shared their stories for the articles. The online campaign launched June 17, 2022, and will run for eight weeks. The campaign will live permanently on the Cooking by Degrees page on thestar.com website, which has a large readership in urban centres across Canada. The gap between urban and rural centres is growing larger, with urban centres having a greater impact on the future of food. This opportunity to share information about Canadian beef and the producers who provide it was a perfect fit for this audience. Each partner created digital ads to enhance the articles through strong call-to-action topics to drive readers to click for further information. Readers could click on topics such as beef know-how and sustainability facts. Canada Beef created three digital ads which were highlighted in the articles. Advertorials  Canada Beef’s Public and Stakeholder Engagement (PSE) program placed an advertorial in several major Toronto and Vancouver area newspapers in mid-June and mid-July to highlight the cattle industry’s commitment to sustainability. The advertorials were part of a special section titled ‘Global Heroes,' which features stories on individuals and industries making positive contributions to their communities. Total circulation for the advertorials was more than 2.9 million readers.The advertorials focused on the use of cattle in community wildfire management. The articles feature long-time practitioner Keith Manders and rancher Jordy Thibeault, a participant in pilot programs operated by the B.C. Cattlemen’s Association that researched the effectiveness of grazing cattle in forested areas surrounding at-risk communities. As well, the advertorials promoted a new beef industry film called ‘Too Close to Home’ - a short documentary from a group of dedicated ranchers, researchers and Canadian filmmakers to share the stories of three communities currently utilizing targeted grazing for wildfire risk reduction. For more information about the film, visit tooclosetohome.ca. The advertorials also included a call to action to visit www.raisingcdnbeef.ca to learn more about the beef industry’s commitment to stewardship. The feature ran in the Global Heroes section of the following publications:
Back to main page  RON GLASER Vice President, Corporate Affairs |
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