The consumer ad, We put the best of Canada into our beef, was run one day as a full page in the major daily newspapers nationally Saturday June 18, with a nod to Father's Day. The newspapers were Globe & Mail, Toronto Star, Ottawa Citizen and Calgary Herald. The producer ad, The league of beef producers, will run in select regional/community papers and producer/industry magazine publications, with staggered release dependent on earliest release dates. In total, the campaign will have a total reach of approximately 4 million Canadians.
The consumer campaign was supported by a press release What Makes Canadian Beef So Great, and the Why Canadian Beef webpage. The producer campaign was supported by the League of Beef Producers website. Both webpages were developed to share further information with the print ad reader and can also work as "stand-alone" with those who happen to simply come to the page. The campaign also leveraged digital communication platforms to create conversation online.
Consumers are demanding to know more about the food they feed their families. More than ever it is their personal values that are reflected in the brands they purchase and eventually drive where they spend their hard-earned dollars. The Canadian Beef Brand adds tangible value to Canadian beef; it tells the story of the effort that went into raising quality beef for our tables worldwide.
The consumer campaign shares the Canadian beef brand story with consumers across Canada. Canada Beef developed the Canadian Beef brand story based on global consumer research, which proved the essence of the Canadian Beef brand is grounded in the country of origin itself: We put the best of Canada into our beef.
Canada Beef knows the value of Canadian Beef and it is something the world values. It is important Canada Beef invest in campaigns like this to engage with consumers and maintain a connection.
The producer campaign aims to show the value of the market development and promotion investments made by Canada Beef. Producers need to know what National Check-Off dollars are supporting and the investments that are being made to provide the best return on investment.
Canada Beef is committed to maximizing funding to provide the greatest return on investment and to ensure that every dollar makes a difference. The ad showcases the value beef producers receive in exchange for their investment with Canada Beef, including building brand loyalty for Canadian beef globally.
Source: MeatBusiness