CANADA BEEF
Print That Connects Cultures
Expanding Canada Beef’s Relevance Through Inclusive Multicultural Marketing.
Challenge
Canada Beef, the organization responsible for championing Canadian beef domestically and abroad, sought to deepen its connection with multicultural consumers, retail partners, and foodservice professionals. While the quality of Canadian beef was widely respected, product knowledge, particularly around beef cuts and their culinary applications, varied significantly among cultural groups. The need to improve communication consistently and effectively across language and cultural barriers posed a challenge. Canada Beef engaged BTI Brand Innovations to enhance relevance and accessibility within key markets, including Chinese, Filipino, and French Canadian communities. The objective was clear: equip both consumers and industry stakeholders with tools that reflected their languages, culinary traditions, and shopping environments while maintaining the brand’s premium positioning.
Challenge
Solution
BTI collaborated with Canada Beef to develop a robust, multilingual ethnic print marketing initiative, supported by targeted digital assets, to reach both retail and foodservice audiences. Custom merchandising posters were created in English, French Canadian, Filipino, and Simplified Chinese, including a T&T Supermarket-branded version to ensure in-store relevance. Matching foodservice materials reinforced usability for chefs and kitchen staff. For international and trade audiences, BTI translated and localised Canada Beef Advantage brochures, generated language-specific, trackable QR codes, and provided editable artwork templates for regional adaptation, maintaining brand consistency across markets. Export sell sheets were tailored to showcase beef cuts typically utilized within specific ethnic cuisines. To extend the campaign digitally, BTI launched bilingual recipe ads in high-traffic Chinese grocery stores across the GTA.
Solution
Result
BTI’s inclusive and adaptive approach helped Canada Beef more deeply embed itself within the daily lives and kitchens of diverse audiences. The multilingual merchandising tools improved both retail and foodservice engagement, with in-store teams reporting greater confidence in product communication. Trade partners valued the customisability of the CBA materials, enabling faster local deployment. Overall, the work strengthened Canada Beef’s reputation as a culturally attuned brand that celebrates diversity and supports global growth.
Result
