CANADA BEEF
Channel-Driven. Partner-Focused.
Empowering Partners to Champion Canadian Beef Across Every Market
Challenge
Canada Beef, a national not-for-profit, champions Canadian beef at home and globally by supporting retail, foodservice, and industry partners. Its Channel Marketing team plays a key role in educating partners on the advantages of Canadian beef and effective merchandising strategies to drive sales and enhance the customer experience. With robust initiatives like the Canadian Beef Information Gateway and the Canadian Beef Advantage (CBA), it had already laid strong groundwork for partner engagement. To build on this momentum, Canada Beef identified an opportunity to increase awareness and usage of these programs across its expanding network. With diverse partner needs and varying levels of familiarity, it was essential to introduce scalable, easy-to-use marketing tools. Elevating existing programs and delivering tailored resources became critical to empowering partners and strengthening alignment across markets.
Challenge
Canada Beef, a national not-for-profit, champions Canadian beef at home and globally by supporting retail, foodservice, and industry partners. Its Channel Marketing team plays a key role in educating partners on the advantages of Canadian beef and effective merchandising strategies to drive sales and enhance the customer experience. With robust initiatives like the Canadian Beef Information Gateway and the Canadian Beef Advantage (CBA), it had already laid strong groundwork for partner engagement. To build on this momentum, Canada Beef identified an opportunity to increase awareness and usage of these programs across its expanding network. With diverse partner needs and varying levels of familiarity, it was essential to introduce scalable, easy-to-use marketing tools. Elevating existing programs and delivering tailored resources became critical to empowering partners and strengthening alignment across markets.
Solution
BTI activated Canada Beef’s integrated Channel Marketing strategy by developing tailored resources and tools that empowered trade partners to promote Canadian beef across every consumer touchpoint. A suite of strategic marketing assets was created to align with specific audiences and objectives. This included logo development and Brand License Agreement materials to boost shelf presence through co-branding, and Canadian Beef Advantage brochures to educate trade teams. Merchandising resources—like beef cut posters and grading labels—supported awareness and led to the Canadian Beef Information Gateway. BTI also produced sales enablement tools, including sell sheets and eblasts, and designed the visual identity of the Certified Canadian Beef Training Program to elevate frontline knowledge and service. Each asset was purpose-built to equip partners and ultimately increase sales performance.
Solution
BTI activated Canada Beef’s integrated Channel Marketing strategy by developing tailored resources and tools that empowered trade partners to promote Canadian beef across every consumer touchpoint. A suite of strategic marketing assets was created to align with specific audiences and objectives. This included logo development and Brand License Agreement materials to boost shelf presence through co-branding, and Canadian Beef Advantage brochures to educate trade teams. Merchandising resources—like beef cut posters and grading labels—supported awareness and led to the Canadian Beef Information Gateway. BTI also produced sales enablement tools, including sell sheets and eblasts, and designed the visual identity of the Certified Canadian Beef Training Program to elevate frontline knowledge and service. Each asset was purpose-built to equip partners and ultimately increase sales performance.
Result
The comprehensive approach BTI took to support Canada Beef in developing multi-channel assets helped elevate brand visibility, strengthen partner alignment, and deliver consistent, high-impact messaging across retail and foodservice channels. Through close collaboration with partners, Canada Beef saw increased adoption of co-branded tools and educational resources, enhancing in-store presence and consumer engagement. Partners featured the Canadian Beef logo on packaging and menus, reinforcing brand trust and recognition nationwide. Branded POS materials and educational assets provided consistent, high-quality support for partner marketing efforts. Engagement with the Canadian Beef Information Gateway increased, while trade teams expanded their knowledge of the Canadian Beef Advantage, fuelling greater alignment, advocacy, and partner activation. This channel marketing success was recognized with a Bronze Award in the Channel Marketing category at the Summit International Awards, highlighting the campaign’s effectiveness in strengthening partner collaboration and driving measurable impact.
Result
The comprehensive approach BTI took to support Canada Beef in developing multi-channel assets helped elevate brand visibility, strengthen partner alignment, and deliver consistent, high-impact messaging across retail and foodservice channels. Through close collaboration with partners, Canada Beef saw increased adoption of co-branded tools and educational resources, enhancing in-store presence and consumer engagement. Partners featured the Canadian Beef logo on packaging and menus, reinforcing brand trust and recognition nationwide. Branded POS materials and educational assets provided consistent, high-quality support for partner marketing efforts. Engagement with the Canadian Beef Information Gateway increased, while trade teams expanded their knowledge of the Canadian Beef Advantage, fuelling greater alignment, advocacy, and partner activation. This channel marketing success was recognized with a Bronze Award in the Channel Marketing category at the Summit International Awards, highlighting the campaign’s effectiveness in strengthening partner collaboration and driving measurable impact.
