Calling All Beef Lovers

Using Digital Marketing to Round up An Audience


BTI developed The Round Up App for Canada Beef to provide a comprehensive tool to help beef lovers learn more about beef and show them how to cook it with confidence. After a successful launch, Canada Beef needed to keep The Round Up app top of mind and encourage even more downloads.


Supporting Canada Beef’s integrated marketing strategy, BTI developed the You’re a Beef Lover campaign. The You’re a Beef Lover campaign spoke to Canada Beef’s target audience with humour using relatable copywriting and a strong call to action to drive app installs and increase awareness about the app and Canada Beef online. Relying on digital media to spread the message, BTI performed in-depth target audience assessments and developed specific profiles for the campaign to ensure the ads were targeted with precision.


The campaign creative was developed for use on Facebook, Instagram and the Google Network and gained attention and engagement from the target audience right out of the gate. After one month in market, the campaign had over 2 million impressions and app downloads had increased by 35% over previous years. BTI was recognized with a Platinum Hermes Award for Digital Campaigns.

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