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 Grill-her campaign launched this summer Canada Beef strives to provide consumers with the information they want about beef, when and where they want it. The Grill-her campaign works with the Canadian Beef Information Gateway (Gateway) to boost Canadians' confidence in preparing beef on the grill and to learn from seasoned culinary gurus. Timed to coincide with Canadian barbecue season and the Greatest Outdoor Show on Earth (Calgary Stampede), the Grill-her campaign also aims to encourage women to build their grilling knowledge and confidence so they, too, can master the grill—a key wish list item for a significant number of female respondents according to a Canada Beef survey. With women making up more than half the population in Canada, it makes sense that interest in learning and improving grilling skills is on the rise. Canada Beef’s Grill-her campaign is a riff on the successful 90s ‘Ranch-her’ campaign from Alberta Beef Producers (ABP). It builds on the idea that the best way to learn about grilling beef is by seeing female ranchers in action, both on the ranch and at the grill. The campaign kicked off with two events in July, the Grill-her x Ranch-her and the Cook-off at the Stampede Stage which featured popular grill experts Maddie and Kiki Longo. The sister duo is among the Top 10 Grill Experts of North America.  The Grill-her x Ranch-her media event was hosted at ABP-Environmental Stewardship Award (ESA) 2023 recipient, Wray Family Ranch. The event involved a tour of the ranch with ‘Ranch-her’ Linda Wray. Media participants experienced firsthand the dedication, care, and sustainable practices that go into producing high-quality Canadian beef. Maddie and Kiki® provided a cooking demonstration on the charcoal-fired Big Green Egg barbeque using a beef cut selected from the Gateway to enjoy as part of a long-table lunch at the ranch.  The long table lunch was a celebration of the ESA award and included a four-segment broadcast with CTV-Calgary. The lunch was supported by the Canadian Beef Centre of Excellence (CBCE) team—their expertise at preparing food onsite at the ranch for the 30 attendees made for a seamless event.   Canada Beef collaborated with an-ABP sponsored spot on the Stampede Safeway Culinary Theatre, where Maddie and Kiki® faced off against grill guru Mel Chmilar in a black box challenge to create delectable dishes featuring a beef cut selected from the Gateway. CBCE supported this event by preparing samples for the 100-plus attendees.  Visitors to the Stampede Cattle Trail and Culinary Theatre event could enter a contest to win the July beef prize pack and grand prize draw for a Big Green Egg barbecue (grand prize Mar 31, 2024). The campaign’s final component, Farm-her x Grill-her, is slated for October in collaboration with Taste Canada’s Cook the Books Junior Chef competition. This event will be held in Ontario to represent how beef is raised in Eastern Canada. The event will feature ‘Farm-her’ Sandra Vos, paired up with Maddie and Kiki®. Together, they will host a media experience combining a cooking demonstration and a farm tour to demonstrate the role of cattle and grazing in safeguarding sustainable environments for pollinators and other wildlife. The entire campaign will be supported with a feature on the canadabeef.ca website at mycanadianbeef.ca where you can see Maddie and Kiki in action. The sisters will be promoting all the content produced via this collaboration to their audience of barbecue enthusiasts. Canada Beef is supporting this campaign with social media posts, consumer contests, stories in Daily Hive digital magazine and a branded article in Elle Gourmet. This combined outreach will help Canada Beef reach a Grill-her audience and inspire new culinary enthusiasts while providing a comprehensive resource for a range of grilling information for all Canadians. Watch CBC coverage following: Back to main page  JOYCE PARSLOW Executive Director, Consumer Marketing |
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