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 Over the past few years, Canada Beef has worked with sports athletes, including members of Team Canada's Men's and Women's Curling Team, as well as Sage Watson, an Olympic Hurdler. Campaigns featuring these athletes have proven successful in promoting Canadian beef recipes, facts, and information, and in building new audiences through social and video content. Canada Beef has now teamed up with two Professional Women’s Hockey League (PWHL) players: Ella Shelton of Ontario, who plays for the Toronto Sceptres, and Emerance Maschmeyer of Alberta, who plays for the Vancouver PWHL. Both players aim to play for Team Canada at the upcoming Winter Olympic Games  Canada Beef will create unique social ads and social media content that highlights the players’ farming backgrounds, athletic skills, hockey careers, and personal interests. In the lead-up to the social media campaign, the players visited the Canadian Beef Centre of Excellence (CBCE) team to create consumer marketing content. During their visit to the CBCE, the athletes shared how Canadian beef supports their nutrition as high-level athletes, as women, and for Maschmeyer, as a mother. The players talked about their familiarity with Canadian beef quality and how marbling affects their enjoyment of the product. CBCE Executive Director, Chef Mathieu Paré, presented Canada’s world-class grading process and how quality attributes are enhanced by increased internal marbling.  After Paré’s presentation, Shelton and Maschmeyer were able to correctly label three uncooked Canadian beef strip loin steaks with their corresponding grades. The players then sampled three cooked strip loin steaks, one from each of Canada’s top grades of Canada AA, Canada AAA, and Canada Prime. In real-time, they discussed their eating experience and tried to identify each steak’s grade based on quality attributes like tenderness, flavour, and juiciness. They placed gold, silver and bronze medals next to each steak corresponding to their own eating preferences. Maschmeyer’s one-year-old son, Beckham, joined in on the fun and tested each grade of Canadian beef to pick his favourite. The athletes then demonstrated their favourite Canadian beef recipes. Maschmeyer designed her ideal steak salad, featuring a variety of fresh and seasonal ingredients, topped with a grilled Canada AAA strip loin steak. Shelton created a version of a Canadian Beef Information Gateway recipe called Beef Steak Dippables, which offers grilled steak cubes as a shareable concept with multiple dips and garnishes—her go-to choice for social events. The session provided content for Canada Beef social media campaigns and mainstream media. The CBCE and its purpose-built studio facilities are uniquely positioned to support multimedia production for Canadian beef marketing and education, targeting both consumers and trade users. Ella Shelton has won four gold and one silver medal. To learn more about her career, visit her PWHL page here. Emerance Maschmeyer has won four gold and three silver medals. To learn more about her career, visit her PWHL page here. Back to main page |
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