Alberta Beef Producers Campaign

For the All Ways Alberta Beef campaign, we aimed to boost awareness and education among Albertans about beef's many benefits. In doing so, we needed to engage two distinct audiences - consumers and producers. Our multimedia campaign centered on a smoky, meaningful theme, emphasizing beef's journey from farm to plate. The creative showcased beef-centric visuals, with specific imagery and video for each theme.

To make beef more approachable and to drive connections between producers and consumers, we explored all the ways producers show steadfast dedication to their work, all the ways consumers passionately prepare this ingredient and all the ways in which it is enjoyed! There's ritual and tradition in every bite of Alberta Beef, and that’s what this campaign is about.   

We broke down the campaign into three parts, which was all about the celebration of Raising, Cooking, and Eating beef. Each theme had tailored video and creative ads, and the goal was to direct traffic to an educational landing page (allwaysalbertabeef.ca) where consumers could learn more about the sustainability and nutritional benefits of eating Alberta beef.

As we developed the plan for the campaign, we knew we needed a strategy that would drive awareness and engage with our audiences. As such, our three ad themes were geared to specific audience segments:  

• All Ways to Raise: focused on the producer audience and designed to instill pride and confidence among consumers for AB beef.   
• All Ways to Cook: focused on the more mature consumer audience, those responsible for shopping, meal planning and cooking.   
• All Ways to Eat: focused on the younger, more socially conscious consumer audience, those interested in eating out, and understanding where their food comes from. 

We knew this approach would resonate with the consumer audience because it showcases the versatility and accessibility of beef while celebrating and elevating its position as a healthy, nutritious and sustainable ingredient. Finally, it pays tribute to the producers who work tirelessly to raise cattle in Alberta.    

Launched at the Calgary Stampede, our media strategy included traditional and digital media, billboards splashed throughout the province, a contest for all BBQ enthusiasts to enter, and an influencer campaign spanning from June 2023 until March 2024.