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 Canada Beef and Furlani Foods’ comfort food promotion strikes a chord with consumers The results are in for the Comfort Food Classics program that paired Canadian beef with Furlani Foods garlic bread products for a promotion held during the dark days of winter. Canada Beef partnered with Furlani Foods for the promotion, which ran in a prime comfort food recipe time slot of February 1 – March 31, 2022. Four new recipes were created for the promotion, Pressure Cooker Beef Stew with Garlic Bread, Pantry Chili with Garlic Loaf, Classic Mac’n Beef with Garlicky Texas Toast, and Speedy Texas Toast Topped Steak Mushroom Pot Pie.   A multi-layered promotion, the Comfort Food Classics program featured online, retail point-of-sale materials and flyers and magazine ads. The program results from media partners like Walmart demonstrate the unique opportunities for Canada Beef that were enabled by this campaign, said Joyce Parslow, executive director, consumer marketing, Canada Beef. “The Furlani Foods promotion was a very successful partnership that needs to be appreciated for more than just outreach numbers,” she said. “These were unique opportunities that could only have happened through a partnership with a listed consumer packaged good product and their sales force support—tools that Canada Beef can’t access on its own without owning a product to sell.” For example, Canada Beef and Furlani Foods worked with Walmart on a co-branded online shopping (e-commerce) campaign. There must be an association with a branded product available at Walmart stores in order to be promoted on Walmart’s e-commerce website, Parslow noted. Thus the partnership with Furlani Food enabled Canadian beef to be promoted on the Walmart e-commerce platform. A unique recipe video with a link to the Comfort Food Classics webpage was prominently featured on the Walmart e-commerce website. Here is a breakdown of the Comfort Food Classics program analytics by tactic. Canadabeef.ca Canada Beef created a custom webpage on the canadabeef.ca website for the promotion. The Comfort Food Classics page received 11,617 page views. The most popular recipe, Classic Mac’n Beef with Garlicky Texas Toast Crumb Toast, netted 5,061 page views. Furlani Foods also included the recipes on its website and reported over 30,000 visitors during the promotional period. The Speedy Texas Toast Topped Steak Mushroom Pot Pie and Pressure Cooker Beef Stew with Garlic Bread had a combined total of 1,283 page views. E-newsletters The promotion was featured in Canada Beef’s Make It Beef February newsletter. The newsletter had a 28% open rate (11,450 readers opened the newsletter) and a 3.9% click rate, meaning that 1,594 readers clicked on a link. The top links from the Furlani partnership were the Comfort Food Classics landing page. Furlani Foods also has a subscriber e-newsletter and the information on the Comfort Foods Classics promotion garnered above-average opens and clicks. Print ads A full-page print ad along with a two-page advertorial was placed in the March issue of Canadian Living magazine—a publication with readership of over two million. The print ad featured a QR code that linked to the promotion web page with 186 referrals from the QR code achieved during the promotional period. In addition to the print ad, Canada Beef also placed digital ads on the Canadian Living website resulting in over 10,000 page views and above-average click-through rates. Retail promotion Seven retailers supported the campaign in-store. This included a display of promotional materials and recipe pads. Of the seven, Loblaws, Walmart and Metro provided space for a stand-up display and 750 freestanding displays were distributed. In-store display unit placements provided an opportunity for Canadian beef branding and message placements either in the meat or bakery sections of the stores. In order to gain approval to place these displays, store listings and a sales force for installation are required.   Flyer ads were placed with two retail chains. An ad was placed in the Fortino’s flyer the week of February 24 and an ad was placed in the Real Canadian Superstore flyer the week of March 10. Social Media Canada Beef created videos and imagery of the recipes and shared them on the Canada Beef and Furlani Foods social media platforms. The Furlani Foods social media campaign resulted in 195,000 total impressions and 5,400 engagements. The Canada Beef social media campaign resulted in 110,425 total impressions and 5,095 engagements. Two of the recipes were shared by social media influencers reaching over 8,600 accounts. The Furlani Foods social media campaign resulted in 195,000 total impressions and 5,400 engagements. “This partnership really delivered and the model of partnership is something we will look at again going forward,” Parslow said. Back to main page JOYCE PARSLOW Executive Director, Consumer Marketing

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