The Canadian Cattlemen's Association

March 19, 2010 - BIC’s Canadian beef multimedia campaign reaches 3.4 million consumers through marketing initiatives

The Beef Information Centre (BIC) is undertaking significant marketing efforts as part of the Canadian beef multimedia campaign, launched March 1. One approach has been expanding campaign messaging into BIC’s consumer marketing materials and programs such as on-pack cross-promotions and beef recipe booklets.

Beyond campaign investment, consumer marketing efforts doubled consumer reach of the multimedia campaign to a total of 3.4 million consumers.

Targeting mothers aged 25-49 who eat beef one to two times per week, the messaging – that Canadian beef is nutritious, lean, tasty and convenient – is incorporated into all consumer marketing materials and promotions that reach the consumer directly and/or through retailers.

A variety of grocery product manufacturers, retailers and packer partners collaborated on some of the initiatives as a way to extend reach and investment dollars, and align and leverage the value chain.

“By aligning industry partners and maintaining ongoing strong consumer marketing programs within BIC, we are able to increase the consumer reach of our ad campaign messages without additional investment,” says Judy Nelson, BIC vice-chair and a cow-calf operator at Lundbreck, Alta.

As an example, General Mills is fully funding a four week on-pack coupon/recipe cross-promotion program that leverages the Canadian beef campaign and sales of ground sirloin at Ontario and Atlantic Sobeys stores during the month of March. BIC’s relationship with General Mills gets the initiative off the ground, and further relationships with packers and retailers secures program execution.

As well, five of BIC’s Canadian beef booklets are being distributed at the meat counters of key retailers over the next few months. Each booklet’s back cover depicts a print advertisement from the campaign while incorporating Canadian beef recipes and messaging throughout.

“This is a terrific extension of reach for the campaign at the store level,” says Nelson. “BIC’s consumer booklets have an excellent track record for visibility and retention, and the added ability to leverage beef sales.”

Indeed, consumer research data supports that BIC’s Canadian beef booklets are visible, keepable and actionable:

• 65 per cent of subscribers who get the booklet as a magazine insert remember seeing it, so the campaign gets increased visibility
• 63 per cent of booklet readers kept the booklet after reading, while 15 per cent passed it on, so the campaign is retained and passed on
• and, 87 per cent of those who recalled the booklets read them, while 70 per cent of readers made or intended to make a recipe (one recipe made equals of minimum of 1 lb of beef purchased)

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 BIC’s Canadian beef multimedia campaign reaches 3.4 million consumers through marketing initiatives

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