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 Canada Beef goes back to school Canada Beef launched its largest ever back-to-school campaign in September, with a goal to raise awareness of nutritional deficiencies and showcase beef as a solution. There are 5.6 million school-aged children in Canada, and research shows that poor nutrition is common among this group, with many under-consuming protein. Canada Beef’s Health and Nutrition and Consumer Marketing programs collaborated to create a comprehensive nutrition and culinary program focused on feeding school-aged kids. Packing lunches can be a chore for parents, so providing information and tips has the potential to be well received by this audience. The positive messaging about beef can also apply to attitudes toward beef overall.   The campaign included resources highlighting children’s nutritional needs, including fact sheets and online backgrounders for health professionals and recipe ideas for school lunches for busy parents. The dedicated school lunch page with key resources and links to the tv segments can be found here.  The messaging was highlighted by health professionals on several local television programs and shared by influencers on social media platforms. The campaign had a total reach of 2.9+ million. Media included TV with a reach of 1.85 million, published media such as newsletters reached 140,000, social media platforms reached 284,800, the Thinkbeef.ca website had 28,000 views. The campaign also partnered with ParentsCanada on its online platforms, including website information and videos, e-newsletters, and social media, for a total reach of 627,000. Here is a link to the ParentsCanada hub with all the articles, recipes, videos and links about the program. Given the successful uptake of the program, Canada Beef intends to run this program annually. Back-to-school with Canadian Grocer Aligned with work on nutrition for school-aged kids in Canada, Canada Beef partnered with Canadian Grocer to publish an article in their October 2025 issue. Canada Beef wanted to highlight the new school lunch resources to key decision-makers in the grocery industry, providing them with key points about beef for school lunches and sharing links to free resources available to their customers. This program was funded in part by Canada Beef’s Public and Stakeholder Engagement program. By spotlighting beef as a lunchbox-friendly option—whether through recipe ideas, promotions, or merchandising alongside vegetables and other lunchbox staples—grocers can position themselves as partners in helping families bridge the nutrition gap. The article appears in the print and online versions of the magazine. It is also highlighted in digital versions and distributed to their 15,800 e-newsletter subscribers. Canadian Grocer is Canada’s premier publication for the grocery retail industry. The total audience (print and digital) is nearly 169,000. Submitted by   Ron Glaser Vice President, Corporate Affairs Michele McAdoo Executive Director, Consumer Marketing   Karine Rekunyk Director, Health & Nutrition Emily Richards Director, Culinary Initiatives Back to main page |
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