The Canadian Cattlemen's Association

March 13, 2009 - New Canadian Beef Brand Launched

CALGARY, ALTA. – Canadians love Canadian beef. Indeed, in a recent survey, 96 per cent of consumers expressed a preference for purchasing beef produced in Canada versus imported product.

Even when imported beef costs less, more than eight out of 10 respondents say they would buy Canadian beef. This consumer insight demonstrates an opportunity for a differentiated positioning for Canadian beef.

Based on extensive consumer research, the Canadian Cattlemen’s Association and the Beef Information Centre (BIC), along with Canada Beef Export Federation and Canadian Beef Breeds Council, have developed a global Canadian beef brand logo.

According to Lisa Mina, BIC executive director of consumer marketing, BIC intends to build brand identity through the use of the new brand logo across all markets – consumer, retail and foodservice trade.

“Combined with its brand attributes, the Canadian beef brand will provide a consistent, unified voice within Canada and in the United States, as well as other international markets,” she says.

An important element of BIC’s consumer brand launch campaign is to encourage Canadian retailers and foodservice operators to take advantage of the brand logo, and the tagline: ‘Canadian beef. Goodness in every bite’. The tagline was based on research that showed the greatest growth opportunity is among consumers who eat beef one to two times per week. This group represents almost 70 per cent of beef eaters in Canada, and persuading these consumers to eat beef more often has the most potential for maximizing market growth.

BIC plans to launch its new brand identity to consumers in the spring of 2009 with an integrated multimedia campaign that will include a trade marketing roll-out, recipe booklets, public relations and health professional communications. The multimedia campaign will focus on Canada’s light beef-eater, those people who enjoy beef one to two times a week, in the Greater Toronto Area. The campaign will incorporate radio, print and web outlets, and posters displayed in shopping malls and health clubs.

“The multimedia campaign will reinforce the positive attributes of beef in the diet,” says Glenn Brand, BIC’s CEO. “And the trade marketing roll-out will leverage consumer support and loyalty to Canadian beef with our key retail and foodservice partners.”

The positioning of the brand identity will include quality attributes and points of differentiation to position Canadian beef as strongly as possible within identified market segments.

“The good taste of Canadian beef is entrenched in consumers’ minds,” says Mina. “However, enjoyment of beef is inseparable from its perceived nutrition benefits. What they want are healthful reasons to eat beef more often.”

The new Canadian beef brand logo will replace the widely used Make it Beef logo.

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