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March 5, 2010 - Canadian beef radio ads and a new contest from BIC
New radio advertisements in Ontario and Alberta, touting the healthfulness of Canadian beef, are now airing as part of the Canadian beef multimedia consumer campaign launched earlier this week by the Beef Information Centre (BIC).
The campaign focuses on the consumer brand position that Canadian beef is nutritious and lean. It aims to improve attitudes towards the healthfulness of Canadian beef and to increase awareness of the Canadian beef brand. The three-month campaign runs from March through May targeting the beef consumer who eats beef one to two times per week with a specific focus on mothers 25-49 years of age, the food decision makers of the family.
“As the primary media vehicle for the multimedia campaign, radio delivers high reach to the target group and allows for significant levels of frequency,” says John Gillespie, BIC chair and a feedlot operator at Ayr, Ont.
The 30-second radio advertisements promote not only the healthfulness of Canadian beef, but also its great taste and convenience, and they do it in a fun way. The ads are airing on the top four most popular radio stations in each of Toronto, Calgary, Edmonton, Red Deer and Lethbridge. The ads are also airing in the Alberta towns of Whitecourt, High River, Edson, Camrose and Taber.
“Radio provides the best combination of cost-effective mass reach, and the emotional and informative format required to change consumers’ habits,” says Gillespie.
To listen to the radio advertisements, visit www.beefinfo.org, click on ‘A Bright Idea’, then click on ‘Check out the Campaign Ads’ button.
Radio contest launches
To encourage increased purchase and enjoyment of Canadian beef, BIC is running a five day radio contest on 110 radio stations across Canada. Beginning Monday, March 8 and running through March 12, the contest offers prizes funded in part by retail and packer partners.
The radio contest features a fun and interactive quiz that focuses on the health benefits of Canadian beef, and will help drive winners into retail partner stores. “The contest will reinforce and extend the messages that Canadian beef is lean and nutritious, and part of a healthy diet for the whole family,” says Judy Nelson, BIC vice-chair and a cow-calf operator at Lundbreck, Alta.
The challenge of the radio contest and the opportunity to win a prize will encourage listeners to stay tuned, adds Nelson. “By offering a fun quiz, built around nutrition, convenience, quality and taste messages on beef, along with worthwhile prizes, we can encourage broadcasters to talk about beef for the entire week.”
BIC’s efforts to maximize demand for Canadian beef and optimize the value of Canadian beef products is funded in part by cattle producers through the National Beef Check-Off, and through beef industry market development funds provided by the Government of Alberta and the Government of Canada.
What's New
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