Keeping it Real Since Forever

Loving authentic beef in a world of simulations


With the rise of alternative and simulated meats, beef and other meats were facing a lot of disparaging, public dialogue, a lot of which was based on misinformation. Canada Beef felt it was time to step up to the plate and talk back, but needed to nail down a strategic approach and a killer campaign.


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.


The asset-rich campaign ran within a powerful mix of media channels and granted a flexibility to pivot in strategy and extend in new ways. The campaign generated over 60 million impressions, and traffic to the target website increased by over 650%. Our campaign videos racked up between 400,00 to almost 200,000 views on YouTube alone. The Instagram contest saw hundreds of entrants and positive engagement each month. And all of our media channels performed above benchmark standards, proudly demonstrating that been is still The One & Only.

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