CANADA BEEF
Around the World With Beef
Celebrating Beef Through Global Cultural Connections
LAUNCH CASE STUDY VIDEO
Challenge
Canada Beef looked to extend the impact of its resource-rich ThinkBeef.ca platform, continuing its consumer campaign with a stronger emphasis on multicultural engagement. Building on five years of successful programming, the objective was to deepen engagement beyond mainstream audiences while maintaining brand relevance. The central challenge was to create meaningful, culturally authentic connections that would resonate across major cultural communities across Canada. BTI was engaged to lead a strategic campaign that would strengthen these connections and elevate engagement through inclusive, insight-driven storytelling.
Challenge
Solution
BTI developed a six-month campaign grounded in audience insights and cultural understanding. The approach centred on celebrating global culinary traditions through authentic storytelling, with a strategic focus on Chinese, Filipino, Nigerian, and Middle Eastern communities—identified as having some of the strongest preference and demand for beef in Canada. Key initiatives included the creation of a dedicated campaign hub featuring culturally relevant recipes, influencer-led content, and access to useful resources. BTI partnered with culturally aligned creators to produce emotionally resonant content that reflected real experiences and traditions. This content ecosystem, spanning video, social, and digital platforms, was amplified through paid media across Meta, Google, Pinterest, and digital grocery channels, with ongoing optimization ensuring sustained performance and responsiveness.
Solution
BTI developed a six-month campaign grounded in audience insights and cultural understanding. The approach centred on celebrating global culinary traditions through authentic storytelling, with a strategic focus on Chinese, Filipino, Nigerian, and Middle Eastern communities—identified as having some of the strongest preference and demand for beef in Canada. Key initiatives included the creation of a dedicated campaign hub featuring culturally relevant recipes, influencer-led content, and access to useful resources. BTI partnered with culturally aligned creators to produce emotionally resonant content that reflected real experiences and traditions. This content ecosystem, spanning video, social, and digital platforms, was amplified through paid media across Meta, Google, Pinterest, and digital grocery channels, with ongoing optimization ensuring sustained performance and responsiveness.
Result
The campaign fostered genuine cultural dialogue by celebrating the pride, stories, and traditions behind meaningful meals. Through rich, community-driven content, BTI deepened emotional connections between diverse audiences and the ThinkBeef.ca platform. Performance exceeded expectations across channels, with Meta generating over 6.1 million impressions, Google Display delivering more than 163,000 impressions and 12,000+ clicks, and Pinterest driving over 10 million impressions and 60,000+ outbound clicks. Google Search contributed 285,000 impressions and 4,700 clicks despite evolving AI-driven search dynamics, complemented by strong influencer reach. Beyond performance, the campaign strengthened ThinkBeef.ca’s position as a platform that celebrates cultural identity through food, creating a lasting foundation for continued engagement and discovery.
Result
The campaign fostered genuine cultural dialogue by celebrating the pride, stories, and traditions behind meaningful meals. Through rich, community-driven content, BTI deepened emotional connections between diverse audiences and the ThinkBeef.ca platform. Performance exceeded expectations across channels, with Meta generating over 6.1 million impressions, Google Display delivering more than 163,000 impressions and 12,000+ clicks, and Pinterest driving over 10 million impressions and 60,000+ outbound clicks. Google Search contributed 285,000 impressions and 4,700 clicks despite evolving AI-driven search dynamics, complemented by strong influencer reach. Beyond performance, the campaign strengthened ThinkBeef.ca’s position as a platform that celebrates cultural identity through food, creating a lasting foundation for continued engagement and discovery.
