|
|
| View in browser | |
 Reaching out through live-streaming: #EatLikeaGourmet with Canadian Beef The rise in the popularity of live cooking shows and webinars is a gamechanger in the way that foodservice engagement, consumer education, and targeted product promotions are evolving to respond to changing demographics and customer preferences. For the Canadian beef industry, these formats offer increasingly effective promotional opportunities that allow consumers to satisfy cravings, learn about new or underutilized beef cuts in fun and novel ways, and engage interactively. Following this trend, the Canada Beef Mexico and Latin America team (LATAM) chose to showcase Canadian beef cuts in four free live demos; the cuts chosen were specific to our partner distributor e-commerce site. Featured were export rib, flap meat, rib eye and short ribs ranging from Canada AAA to Canada Prime grades. Chefs were especially impressed with the marbling and versatility of flap meat.  Through a live-stream, audiences watched the culinary magic happen in a context of informal gatherings of amateurs, foodies, chefs and other cooking experts. Access was supported by email, Whatsapp, and other social media platforms. Two brand ambassadors along with three guests per session hosted the webinars, which were held every 15 days; guests included a MasterChef TV Show finalist, a TikTok influencer, entrepreneurs, and other influencers within the food industry. The campaign was promoted through the accounts of all the participating cooks to boost brand awareness and consumer interest. More than 2,200 people registered with 170 on average viewing each live session. The audience response numbers demonstrated the effectiveness and impact of this initiative—there was a 20% increase in the distributor’s store traffic after the first session, 32% after the second session, and 45% after the third session resulting in significant sales growth; an increase in social media engagement and number of followers; new business leads for Canadian beef; and the opportunity to create a second virtual season with a new theme, #cooklikeamaster, focusing on specific aging and intermediate cooking techniques.   More than 600 visitors signed up to follow the distributor’s account and the Canada Beef account gained an additional 1000 followers. Over 3,000 people voted for the person who would be cooking with the chefs and just one of the videos posted by one of the influencers participating in one of the episodes reached 2.4 million views and 415k likes on the first day it was posted. Over 6 million people viewed or interacted with these posts. Full length videos can be found here. Find other #EatlikeaGourmet Session Trailers (1 minute): https://youtu.be/TqsQB_arJ_A https://youtu.be/heQsEwOR44U https://youtu.be/MznXR-u_DzY COVID-19 Update In Mexico, there are early signs of a COVID resurgence; co-ordination between state and federal health authorities has been implemented to try to reduce the impact of this ‘second wave.’ The resurgence of coronavirus has been discussed since May, with warnings that October would see a rise in infections due to a second wave. Twenty regions already show an upward trend in the number of cases, such as Nuevo Leon, Oaxaca, and Chihuahua; only 8 states show a downward trend in infections. Some of the regions with faster resurgences are where non-essential activities, massive events and public meetings have been allowed. The U.S. government has also modified its latest travel alert to Mexico from level 4 to level 3 and Mexico has lifted many restrictions of staying at home, and some commercial and transportation operations have resumed. Back to main page  CLAUDIA HERRERA-BLANC Director of Marketing, Mexico/Latin America |
|
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? Forward to a friend? Comments? Email our editor at editor@newsletter.ca © 2020 Canada Beef. All rights reserved. |
|
 |