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 Cooking by Degrees campaign draws readers The results of the Cooking by Degrees consumer digital and social media marketing campaign are in and by all accounts, it was a resounding success. The 2022 campaign highlighted some of Canada’s best college and university chefs and their favourite Canadian beef recipes along with a wide variety of sustainability perspectives and stories of Canada’s beef farmers and ranchers. The campaign is the result of a collaboration between Canada Beef, the Canadian Cattle Association’s Public and Stakeholder Engagement (PSE) team and the Canadian Roundtable for Sustainable Beef (CRSB), in partnership with the Canadian College and University Food Service Association, and the Star Metroland group of digital and print publications. The Cooking by Degrees campaign ran from mid-June to mid-August 2022. The timing of the campaign was fortuitous given the chefs had selected ground beef as their preferred cut. Thus, numerous articles and recipes from chefs showcasing ground beef as a versatile, nutritious and delicious cut ran on Star Metroland platforms about the same time that ground beef was in the news around Front of Pack labelling. The campaign results indicated the audience was interested in the content provided, as page view deliveries, and click-through rates for the surrounding sponsored ads - which link people to Canada Beef, PSE and CRSB URLs for more information - met or exceeded industry averages. The main key performance indicator of time spent reading the articles exceeded the average for the Toronto Star on all articles, an average of 1.5 times across all articles. Engagement rates were strong on accompanying sponsored social posts, and the campaign delivered more than 3.2 million impressions overall. The top overall performing article was Chef wants students to raise their own beef, featuring Anne Wasko, former chair of the CRSB. The article entitled Ukraine specialty one of the most popular homegrown meals, with beef producer Duane Thompson and family of Saskatchewan, and their “The only factory on this farm eats grass” story had the most page views. The top performing article for time spent was Two out of three ain't bad when making this meatloaf. As a package, the campaign served as a resource for those looking for a diverse range of recipe ideas, and insight into the dedication of Canadian beef farmers and ranchers. The series’ longevity is significant: the articles continue to live on the Star’s site as evergreen content. Back to main page  RON GLASER Vice President, Corporate Affairs |
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