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 Pick the beef with the leaf campaign features beef producers Canada Beef’s ‘Pick the beef with the leaf’ year-long consumer campaign supports Canadian beef with a focus on value and the Canadian Beef Advantage (CBA). The campaign is designed to address consumer concerns about beef pricing and the proliferation of imported beef at retail. Monthly digital drive viewers to content on Canada Beef’s website at canadabeef.ca/pickthebeefwiththeleaf. A recent segment of this campaign targeted the Toronto market and featured local beef producers and popular influencers to spread the message of sustainable beef production. Two billboard placements on major Toronto highways during the Canadian National Exhibition helped draw attention to the messages. The billboards had an estimated reach of 160,000 impressions of a six-second static digital billboard spot on the first placement, and 100,000 impressions on the second placement. A featured ad appeared in the Globe & Mail magazine insert, the digital and print ‘Canada’ magazine. Distribution included 50,000 printed hard copies with 32,000 printed copies inserted into the Globe & Mail weekday edition (Ontario) delivered across the province plus 18,000 printed copies inserted into the National Post (GTA delivery only).   Ontario beef farmer and Beef Farmers of Ontario’s 2018 recipient of the Ontario Environmental Stewardship Award, Sandra Vos, was a featured guest on Maddie & Kiki LIVE in September, and they featured the link to her We Love What We Do short video in their program description. With a focus on two target audiences—families with kids and young adult households—content on the website for the Pick the beef with the leaf campaign features ‘Make the Most of Beef’ and ‘How to Read a Beef Label’ to leverage beef value, beef hacks to leverage satisfaction and convenience, and ‘DIY Take Out’ to inspire new beef cooks to dine-in with beef. The quality advantage of Canada Beef Grades and how cattle are raised in Canada are key CBA topics included in the campaign. 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.