CANADIAN CATTLE ASSOCIATION

Good for You, Great for the Environment

Changing perceptions of the environmental impacts of raising Canadian beef

LAUNCH CASE STUDY VIDEO

Challenge

71% of Canadians agree that eating less beef is better for the environment. This was a major concern for the Canadian Cattle Association as the misconception of raising Canadian cattle continued to grow. They needed a comprehensive promotional campaign that would resonate well with the misinformed target audience and begin to highlight the true environmental benefits. BTI knew whatever creative approach was taken to solve this problem would require challenging the paradigms of cattle and the environment.

Challenge

71% of Canadians agree that eating less beef is better for the environment. This was a major concern for the Canadian Cattlemen Association as the misconception of raising Canadian cattle continued to grow. They needed a comprehensive promotional campaign that would resonate well with the misinformed target audience and begin to highlight the true environmental
benefits. BTI knew whatever creative approach was taken to solve this problem would require challenging the paradigms of cattle and the environment.

Solution

The goal was to get people back to eating more beef again and feeling good about it. BTI proposed a creative approach where industry leading influencers with a passion for food would travel nationwide and visit various cattle farms known for utilizing new and innovative ways of incorporating sustainable methods into raising cattle. The concept came to fruition through strategic planning, effective management and tactical execution. A campaign logo was developed as well as videos of influencers visiting the farms. A landing page was created to showcase the farm visit videos and digital/social media ads were created to promote and drive traffic to the landing page.

Solution

The goal was to get people back to eating more beef again and feeling good about it. BTI proposed a creative approach where industry leading influencers with a passion for food would travel nationwide and visit various cattle farms known for utilizing new and innovative ways of incorporating sustainable methods into raising cattle. The concept came to fruition through
strategic planning, effective management and tactical execution.
A campaign logo was developed as well as videos of influencers visiting the farms. A landing page was created to
showcase the farm visit videos and digital/social media ads were created to promote and drive traffic to
the landing page.

Result

The Good for You, Great for the Environment campaign was a nationwide success that resonated extremely well with the intended target audience. Collectively, the campaign generated over 6.7 million impressions to help raise awareness for the campaign message and generated over 10.2K clicks driving engaged users to the canadabeef.ca/sustainability website. It achieved over 73,656 completed video views for the 60–90 second video content, and much more for the 15-second and 6-second cuts. Each planned element over delivered between 125% to 265% versus planned goals. The over-delivery can be attributed both to programming cost efficiencies as well as relevant and compelling content messaging.

Result

The Good for You, Great for the Environment campaign was a nationwide success that resonated extremely well with the intended target audience. Collectively, the campaign generated over 6.7 million impressions to help raise awareness for the campaign message and generated over 10.2K clicks driving engaged users to the canadabeef.ca/sustainability website. It achieved over 73,656 completed video views for the 60–90 second video content, and much more for the 15-second and 6-second cuts. Each planned element over delivered between
125% to 265% versus planned goals. The over-delivery can be attributed both to programming cost efficiencies as well as relevant and compelling content messaging.

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