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 Launch of French FB Page March Canada Beef launched a French Facebook page https://www.facebook.com/pourlamourduboeufCAN/ at the end of March 2019. The initial goal of gaining 250 new followers a month was quickly surpassed, with a total of 1556 followers at the end of the 3-month ad campaign. As of mid-September, there are over 2500 followers. The content strategy is to develop a relationship with consumers and inspire them to broaden their appreciation of Canadian beef, its nutritional benefits, and best cooking practices. Two separate ongoing campaigns were launched on April 17 with goals of Brand Awareness (BA) and Page Likes (PL). While the budget was initially evenly split between both campaigns, Canada Beef responded to the popularity of the PL campaign by moving its animated graphic to that domain and adjusting the budget accordingly.
Completion of the Grand Slam of Curling Tournaments The last tournament of the Grand Slam of Curling was the Champions Cup in Saskatoon, SK. Canada Beef and the Saskatchewan Cattlemen’s Association hosted a meet and greet with Team Koe and Team Homan with robust social media coverage, including Twitter and Facebook. Team Homan also took over the @loveCDNbeef Instagram and over the course of 27 posts the takeover received 16,232 views—averaging over 600 views per story. A significant jump in Canada Beef followers occurred after the “Team Homan” takeover. Young Leaders Canadian Beef Experience June 10 – 13 – Social Media wrap-up The Young Leaders Canadian Beef Experience saw the Cattlemen's Young Leaders (CYL) Development Program and the Hawksworth Young Chef Scholarship finalists from across Canada come together in Calgary for three days of education and activities around beef production and foodservice development. (see story under CBCE section here). Day One ended with the Hawksworth Young Chef Scholarship finalists taking control of the @loveCDNbeef Instagram stories on June 11, sharing highlights from the day while also asking questions of the page’s audience. The page saw a net growth of 10 followers during the takeover. Twenty-seven stories were added with impressions of 11,420 and average reach of 343. The average reach for Instagram Stories over the course of May was 290 per story demonstrating the influence of third-party endorsement and audiences. On Day Two, the participants teamed up for a campfire Chuckwagon Chili Challenge—celebrity judges included: Linda Garson of Culinaire Magazine, Charbar Executive Chef Jessica Pelland, Julie Walker of Full Circle Adventures, Sait Culinary Campus Instructor Chef Allemeir, Blindman Beef's Assar Grinde, Rational's Regional Corporate Chef Xavier Lacaze, and Bar U's Product Development Officer Michael Mclean. The Hawksworth Young Chefs joined the Canadian Beef Centre of Excellence team for the final day to learn about different butchering techniques, beef cut innovations, and culinary applications of beef that they can now take back to their respective establishments. An IGTV video of CBCE’s Chef Cameron demonstrated strong organic performance with 1,236 views, 111 likes, and 1 comment to date. This tells us that there is an interest in more video content centered on the CBCE as well as beef cuts and tips. Attention-getting post on Canada Beef’s social media pages A post linking to a video comparing the ingredients in a beef burger and a processed veggie burger was published to all Canada Beef social media channels (except the French language Facebook. See video here. While the post was published early in the day, the volume of comments became significant in the evening, a number of which were aggressive or inappropriate. Canada Beef actively worked to moderate the comments, including hiding posts and in some cases banning commentators, but after consideration by Canada Beef and Press+Post the decision was made to remove the post due to the inappropriate nature of the interactions. The post on the consumer FB page had 446 shares, 126 comments, and a reach of 48,285. The post on the producer FB page had a reach of 274,001, 3,124 shares, 509 comments and 822 reactions. In reviewing its online content policy, Canada Beef has pro-actively decided that it will be more careful about the timing of posts, and include greater clarification and depth of content to reduce the likelihood of reader misinterpretation and distortion.  Highlights of the Generic Beef Program ThinkBeef.ca is the “logo-stamp” and theme of the Generic Beef program. The goal of the ThinkBeef is to encourage positive domestic awareness of and attitudes towards beef products regardless of origin. Its major focus is on beef’s nutritional value, alongside key product facts and resources, that enable the industry to put forward positive and accessible beef messages and encourage Canadian beef to be ‘top of mind’ for consumers. There are 3 strategies established in the Business Plan for this investment: — Consumer & Public Relations — Marketing Programs — Influencer Programming Consumer & Public Relations The goal of this program is to build a team of national spokespeople to secure quarterly broadcast segments in each provincial region, with a consistent theme/message delivery in each. To date, spokespeople have been secured for Saskatchewan, Alberta, Ontario and Manitoba, and RD spokesperson Carol Harrison has presented a segment in three local TV regions to date (Calgary, Saskatchewan and Ottawa) focusing on beef’s nutritional and health benefits, convenient meal ideas and cooking tips. See link below: https://www.btcalgary.ca/videos/whole-food-eating/ ThinkBeef.ca was revised to include two new health-focus tabs: Nutrition, and Healthy Plates. These platforms are the hub for accessing the most relevant information on beef nutrition facts, including legal health claims, recipes and discussion about how beef fits within Canada’s new food guide.
Marketing Programs Sports Nutrition Resources & Outreach investment included updating Fuel Up for Fun, a beef-friendly nutrition basics resource for parents and coaches of community sports-involved kids. The resource was updated to incorporate information from Canada’s new food guide, and promoted through Best Health magazine advertorial and ads, community sports team networks and Team Snap, a community sports team scheduling app. Baby at the Table is a campaign that communicates the Health Canada recommendation to include iron-rich foods like beef as one of the first foods for infants transitioning to solids. The campaign is being rolled out by Canada’s winning women’s curling team, Team Homan, as two members of the team are new moms this year. The 3-part on-line campaign, features stories of their pregnancies, new motherhood, and infant feeding journey. To date, the pregnancy chapter is on both the Team Homan and ThinkBeef.ca platforms. Influencer Programs A Loblaws dietitian webinar on the role of beef in the new Canada’s food guide helped to dispel myths and misunderstandings about beef nutritional benefits in the Canadian diet context. Outreach included the entire Loblaws team of 75 dietitians and included a follow-up Q & A session, with over 70 beef questions. A Farm & Food Care Saskatchewan tour with 35 health professionals addressed beef’s role in Canadian diets and sustainable food systems. A commitment from George Brown College has been secured to present beef education materials as part of their on-line education programming. Attendance at the Canadian Nutrition Society and Dietitians of Canada conferences provided the opportunity to highlight beef’s nutrition and environmental benefits, with a partnered booth presence at the DC conference along with the Canadian Meat Council and Canada Pork). Back to main page |
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