CANADA BEEF

Inspiring Your Cooking Beef Experience

Helping a groundbreaking program gain traction with grocery retailers and consumers.

Challenge

With many grocery retailers restricting allowances for in-store promotional POP materials, digital transformation became very essential. Scanning of QR codes is on the rise and this program posed a unique opportunity to share beef information with a younger and digitally engaged audience who were less experienced and/or intimidated by cooking with beef. The Information Gateway invites consumers to explore different cuts of beef, and enables producers and retailers to use more of the cow to help increase beef sales and reduce waste. 

Challenge

With many grocery retailers restricting allowances for in-store promotional POP materials, digital transformation became very essential. Scanning of QR codes is on the rise and this program posed a unique opportunity to share beef information with a younger and digitally engaged audience who were less experienced and/or intimidated by cooking with beef. The Information Gateway invites consumers to explore different cuts of beef, and enables producers and retailers to use more of the cow to help increase beef sales and reduce waste.

Solution

The Canadian Beef Information Gateway (CBIG) program makes shopping for beef easy by providing recipes, videos, nutrition and more, for each unique cut of beef. Scanning a CBIG QR code at the point of purchase, or at home prior to meal preparation, allows access to information for your specific cut of beef. QR codes are the primary access into the Gateway which meant that they had to be everywhere! BTI played a major supportive role with the development and promotion of the program by leading the overall branding, developing consumer-focused and trade-focused advertising; customized promotional POS for retailers; event graphics; sales materials and more. All of which included QR codes along with meticulous QR code management. Promotional marketing for the CBIG program targeted three specific audiences… Producers to help utilize more of the cattle; Retailers to help improve beef profitability and lastly; Consumers to help inspire new ways of cooking beef.

Solution

The Canadian Beef Information Gateway (CBIG) program makes shopping for beef easy by providing recipes, videos, nutrition and more, for each unique cut of beef. Scanning a CBIG QR code at the point of purchase, or at home prior to meal preparation, allows access to information for your specific cut of beef. QR codes are the primary access into the Gateway which meant that they had to be everywhere! BTI played a major supportive role with the development and promotion of the program by leading the overall branding, developing consumer-focused and trade-focused advertising; customized promotional POS for retailers; event graphics; sales materials and more. All of which included QR codes along with meticulous QR code management. Promotional marketing for the CBIG program targeted three specific audiences… Producers to help utilize more of the cattle; Retailers to help improve beef profitability and lastly; Consumers to help inspire new ways of cooking beef.

Result

The Canadian Beef Information Gateway generated an abundance of interest from grocery retailers and independent butchers, and the program will continue to roll-out across Canada over the next few years. The best part is that the CBIG program can be completely customized to each specific retailer’s needs and goals. The ease of use and instant available access to an abundance of beef related information piqued the interests of the younger demographic, and gave them the necessary tools to select, prepare, and enjoy their favourite cut of beef, successfully.

Result

The Canadian Beef Information Gateway generated an abundance of interest from grocery retailers and independent butchers, and the program will continue to roll-out across Canada over the next few years. The best part is that the CBIG program can be completely customized to each specific retailer’s needs and goals. The ease of use and instant available access to an abundance of beef related information piqued the interests of the younger demographic, and gave them the necessary tools to select, prepare, and enjoy their favourite cut of beef, successfully.

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