CANADA BEEF
Explore The World Of Beef
Revitalize. Renew. Remind.
LAUNCH CASE STUDY VIDEO
Challenge
In response to the rise of alternative meats and the increased disparaging dialogue around beef, Canada Beef challenged BTI to help them remind people why they love beef in the first place. With previous campaigns culminating around beef’s crave appeal and nutritional aspects, BTI was challenged to breathe new life into this campaign with relevant themes that would resonate with the target audience. With much of mainstream culture focused around food diversity and culinary fusion, BTI wanted to bring this theme into the mix to enlighten audiences about the role of beef in global cuisines.
Challenge
In response to the rise of alternative meats and the increased disparaging dialogue around beef, Canada Beef challenged BTI to help them remind people why they love beef in the first place. With previous campaigns culminating around beef’s crave appeal and nutritional aspects, BTI was challenged to breathe new life into this campaign with relevant themes that would resonate with the target audience. With much of mainstream culture focused around food diversity and culinary fusion, BTI wanted to bring this theme into the mix to enlighten audiences about the role of beef in global cuisines.
Solution
The Explore the World of Beef campaign was built around insights generated from prior campaigns and set out to celebrate different cultures through global cuisine experiences. BTI conceptualized the many moving pieces that worked together to create an in-depth, and fully integrated mixed media experience. The campaign embarked on a journey of exploring authentic beef cuisines being celebrated through people representing diverse cultures. This campaign included contesting, an influencer engagement program, professional beef focused recipe development, live television cooking demonstrations, Meals that Fit videos and compelling print ads in LCBO Food & Drink magazine.
Solution
The Explore the World of Beef campaign was built around insights generated from prior campaigns and set out to celebrate different cultures through global cuisine experiences. BTI conceptualized the many moving pieces that worked together to create an in-depth, and fully integrated mixed media experience. The campaign embarked on a journey of exploring authentic beef cuisines being celebrated through people representing diverse cultures. This campaign included contesting, an influencer engagement program, professional beef focused recipe development, live television cooking demonstrations, Meals that Fit videos and compelling print ads in LCBO Food & Drink magazine.
Result
The Explore The World Of Beef Campaign took off from the outset, overdelivering between 150–340% above projections for various parts of the executions. BTI credits the campaign success to strategic thinking, ongoing targeting, engaging creative and our multi-faceted approach. Traffic to the website increased by over 25%, millions of impressions were generated thanks in part to our influencer program and live cooking demonstrations that appeared on morning shows across Canada, including Breakfast Television Toronto, CP24 Breakfast, CHCH Morning Live and Global Morning Toronto. The contest was Canada Beef’s best performing contest ever—generating over 3 million impressions and over 20,000 contest entries.
Result
The Explore The World Of Beef Campaign took off from the outset, overdelivering between 150–340% above projections for various parts of the executions. BTI credits the campaign success to strategic thinking, ongoing targeting, engaging creative and our multi-faceted approach. Traffic to the website increased by over 25%, millions of impressions were generated thanks in part to our influencer program and live cooking demonstrations that appeared on morning shows across Canada, including Breakfast Television Toronto, CP24 Breakfast, CHCH Morning Live and Global Morning Toronto. The contest was Canada Beef’s best performing contest ever—generating over 3 million impressions and over 20,000 contest entries.
