CANADA BEEF
Feasting on Creativity
Experiencing Culinary Innovation at Beef Week’s Celebration
LAUNCH CASE STUDY VIDEO
Challenge
The Beef Week campaign, led by our client partner Canada Beef, extends from a collaborative effort with chefs from the Canadian College and University Food Service Association (CCUFSA), supported by Mark Kenny and agriculture journalist Owen Roberts. This initiative aimed to connect stories of agriculture with culinary experiences, resulting in the creation of the Cooking By Degrees platform.
Beef Week serves as a celebration of the creative recipes crafted by talented campus chefs, showcasing their innovative beef dishes across food service locations. BTI was tasked with bringing this interactive campaign to life by transforming the featured recipes into engaging content and rallying schools to participate, which included ensuring adherence to program guidelines, crediting each chef, and motivating student participation through contests.
Challenge
The Beef Week campaign, led by our client partner Canada Beef, extends from a collaborative effort with chefs from the Canadian College and University Food Service Association (CCUFSA), supported by Mark Kenny and agriculture journalist Owen Roberts. This initiative aimed to connect stories of agriculture with culinary experiences, resulting in the creation of the Cooking By Degrees platform. Beef Week serves as a celebration of the creative recipes crafted by talented campus chefs, showcasing their innovative beef dishes across food service locations. BTI was tasked with bringing this interactive campaign to life by transforming the featured recipes into engaging content and rallying schools to participate, which included ensuring adherence to program guidelines, crediting each chef, and motivating student participation through contests.
Solution
To launch a first-of-its-kind initiative, BTI collaborated with Canada Beef to execute a multifaceted Beef Week campaign. From meticulous planning of each campaign component to crafting creative materials and managing marketing execution, BTI supported the client partner at every stage. Utilizing the professional chef-created recipes that were streamlined for home cooking, BTI developed a recipe book highlighting each school and chef, available as a free PDF download and printed booklets.
Additionally, we produced various promotional materials for Beef Week, including posters, table cards, ballot boxes, social media graphics, recipe videos, and trivia videos for TV screens. BTI coordinated contests at participating universities to win beef prize packs, engaging with team leads to tailor promotions to each school’s preferences, strengths, and challenges. We ensured seamless communication, provided comprehensive usage instructions, and offered ongoing support for campaign activation.
Solution
To launch a first-of-its-kind initiative, BTI collaborated with Canada Beef to execute a multifaceted Beef Week campaign. From meticulous planning of each campaign component to crafting creative materials and managing marketing execution, BTI supported the client partner at every stage. Utilizing the professional chef-created recipes that were streamlined for home cooking, BTI developed a recipe book highlighting each school and chef, available as a free PDF download and printed booklets. Additionally, we produced various promotional materials for Beef Week, including posters, table cards, ballot boxes, social media graphics, recipe videos, and trivia videos for TV screens. BTI coordinated contests at participating universities to win beef prize packs, engaging with team leads to tailor promotions to each school’s preferences, strengths, and challenges. We ensured seamless communication, provided comprehensive usage instructions, and offered ongoing support for campaign activation.
Result
Taking a strategic approach to orchestrating an integrated campaign for Beef Week led to substantial success, with implications extending beyond the current year. Throughout the campaign, creative assets were created which can be utilized beyond its immediate scope.
The campaign’s influence has been tangible on school campuses, reflected in the sale of over 11,312 beef meals and an impressive 3,091 student entries for contests. Additionally, the campaign garnered over 13,278 impressions, 1,290 engagements, and 18,131 video views across all participating schools’ social media accounts. This heightened visibility has not only increased awareness of Cooking By Degrees recipes but has also drawn attention to the schools and chefs involved. Encouraging feedback and a desire to repeat the campaign in the future underscore its potential for continued success.
Result
Taking a strategic approach to orchestrating an integrated campaign for Beef Week led to substantial success, with implications extending beyond the current year. Throughout the campaign, creative assets were created which can be utilized beyond its immediate scope. The campaign’s influence has been tangible on school campuses, reflected in the sale of over 11,312 beef meals and an impressive 3,091 student entries for contests. Additionally, the campaign garnered over 13,278 impressions, 1,290 engagements, and 18,131 video views across all participating schools’ social media accounts. This heightened visibility has not only increased awareness of Cooking By Degrees recipes but has also drawn attention to the schools and chefs involved. Encouraging feedback and a desire to repeat the campaign in the future underscore its potential for continued success.
