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 Unforgettable Beef Campaign | Overview The 2024-2025 Unforgettable Beef campaign celebrated the powerful connection between beef and the cherished memories we create with family and friends. Canada Beef used influencer stories to highlight how beef is at the heart of these treasured moments—whether through generational food traditions or quirky meal stories, these memories build relationships with the people we love. A strategically designed marketing mix powered the campaign. It focused on digital platforms that highlighted and celebrated beef’s role at the centre of many special life moments savoured by Canadians. To bring this campaign to life, Canada Beef developed a collection of compelling content and graphic assets. Please click on the links to see more. Influencer recipes and storytelling videos Digital ads for paid ad promotion Magazine Print Ad Online Articles (Elle Gourmet and Dished) Giveaway Contest Advertising was purchased across platforms, including Google, Meta, YouTube, Tasty/Buzzfeed, LoopMe, Elle Gourmet, Daily Hive, and House & Home. The strategic budget allocation targeted specific demographics and audience interests, including where the targeted audiences were most engaged within those last four campaign years. The campaign achieved over 32.7 million impressions, 217,078 clicks, and a reach of 5.9 million accounts/readers. It increased website traffic for the fourth consecutive year. This investment resulted in substantial exposure, reach and engagement within Canada Beef’s target demographic.   Our Beef Cooking Tools Spin-to-Win Giveaway collected 812 contest entries. This giveaway was posted to the campaign landing page and relied on website traffic from the campaign’s paid advertisement investments. The giveaway contest was an expression of gratitude for consumer loyalty to beef and to inspire beef fans to continue cooking beef at home. Canada Beef collaborated with six charismatic influencers who shared their own story and recipe content across their channels. These posts reached a combined audience of 105,618 accounts generating 151,157 video views and 4,321 engagements. The Unforgettable Beef campaign exceeded its initial goals. These insights will inform future campaigns, allowing Canada Beef to continue making a meaningful impact with target audiences. Back to main page JOYCE PARSLOW Executive Director, Consumer 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? UNSUBSCRIBE. Forward to a friend? CLICK HERE. Like to subscribe? CLICK HERE Editorial contributor and oversight provided by Gina Teel, Director, Stakeholder Communications, Canada Beef. © 2024 Canada Beef. All rights reserved.