Keeping it Real Since Forever
Canada Beef decided to award BTI the 2020 nation-wide, ThinkBeef consumer campaign, based on BTI’s overarching concept; The One & Only Beef. The fundamental idea was to simply remind people why they love (real) beef. Messaging focused on crave appeal using words typically associated with beef; taste, sizzle, juiciness, and used light-hearted, sarcastic claims like “Keeping it real since forever” that playfully challenged the debate of fake beef vs real beef. Content and assets were developed and broadcast for wide and strong outreach.
Watch our campaign video content here.