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
Result
The Explore The World Of Beef Campaign exceeded expectations, overdelivering by 150–340% across various executions, thanks to strategic targeting, engaging creative, and a multi-faceted approach.
The campaign drove a 25% increase in website traffic and generated millions of impressions through an effective influencer program and live cooking demonstrations on major Canadian morning shows, including Breakfast Television Toronto, CP24 Breakfast, CHCH Morning Live, and Global Morning Toronto.
The contest was Canada Beef’s best-performing ever, with over 3 million impressions and 20,000+ entries.
The campaign earned an Honourable Mention in the Integrated Campaigns category at the C2A (Creative Communication Award), recognizing its strategic impact and cross-channel engagement.
