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 ThinkVeal.ca campaign promotes veal on the grill ThinkVeal.ca kicked off the summer season with a new Grilled Veal Rib Chop with Chimichurri recipe. The campaign positioned veal as a delicious grilling option through an integrated media strategy that combined television, digital content, social media, and email marketing. By leveraging CHCH Morning Live's weekly audience of 580,000 viewers alongside targeted digital promotions, the campaign drove strong consumer engagement and introduced the recipe to new audiences across multiple platforms. The television segment featured Nik Manojlovich, creator of Weekend at the Cottage (WATC), as he prepared the grilled veal chop recipe. The segment aired on June 12, just ahead of Father’s Day, and inspired viewers to choose veal for their Father’s Day celebrations. View the segment here. Manojlovich also created a video demonstration of the recipe, which he shared with his 15,000-plus Instagram followers. Meta data showed that over 70% of his female audience was reached and underscored a strong interest in veal recipes. The post’s popularity led Meta to amplify it further, which further expanded the reach and boosted veal awareness.   The recipe was posted to the WATC YouTube channel (with over 42,000 subscribers) and promoted through Manojlovich’s monthly newsletter and mid-month GATHER news, each with 6,000 subscribers. To date, the video short has garnered nearly 3,000 views. Veal on the grill was featured in Elle Gourmet’s Spring/Summer 2026 digital and print magazine. The article showcased veal’s versatility and positioned it as ideal for summer grilling. It included a ThinkVeal.ca recipe using veal cutlets for flavourful West African-inspired kebabs, along with a brief consumer guide that outlined essential veal cuts. Elle Gourmet’s partnership reached over 26,000 print subscribers and more than 350,000 digitally. The recipe was also shared via their partnership with Apple News, with impressions continuing to climb as summer progresses. Explore the article and discover delicious veal recipes for your grill this season. Back to main page EMILY RICHARDS Director, Culinary Initiatives

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