New marketing campaign urging Canadians to enjoy more beef

March 2004: During the first weeks of March, the Beef Information Centre (BIC) will partner with grocery retailers and foodservice establishments across Canada to encourage customers to ‘Make it Canadian beef for all the right reasons.’
“Recent research, conducted by Ipsos-Reid, indicates that 67 percent of Canadians are willing to buy more beef if they know it benefits Canadian beef farmers and ranchers,” says Margaret Thibeault, National Communications
Manager with BIC. “They demonstrated that support last summer. Now we are giving them additional reasons for continuing to enjoy beef more often.”
The spring campaign will highlight beef’s great taste, versatility and good nutrition; integrated grocery and restaurant programs will feature value cuts, while targeted messages will remind Canadians that their beef purchases help sustain entire communities across the country.
To ensure high-profile impact, the BIC is providing stores with eye-catching banners and signage, consistent in look and message with the new ‘Make it Canadian Beef’ campaign materials. This will make it easy for retailers to show that they are part of the solution and to encourage customers to take advantage of specials on beef.
In a new consumer booklet, Simple Suppers, the BIC is offering easy-to-prepare recipes and tips to help time-starved families create beef meals in minutes. Consumers can pick up this useful resource, along with the suggested beef cuts, from participating grocery meat counters. More than a million Canadian households will also receive a copy with their April issue of Reader’s Digest. Copies of the free booklet can be ordered from www.beefinfo.org or 1-888-248-BEEF (2333).
Industry is joining the ‘Make it Canadian Beef’ initiative. Restaurant chains and food manufacturers will help drive awareness with promotional labelling, special menu items, discounts and coupons. “We fully expect this new campaign to keep Canadian beef top of mind with consumers, retailers, and foodservice operators and ultimately sell more beef.” says Thibeault.
“This will help not only farmers, but all Canadians whose work and livelihood depends on a vigorous beef industry.”