The Beef Information Centre (BIC) has launched its 2010 Canadian beef multimedia consumer campaign.
The campaign, focused mainly in Ontario and Alberta, includes radio, print ads, outdoor billboards, a radio contest, website components, recipe booklets and grocery store initiatives.
In a release, the BIC said 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. About 95 per cent of the target audience will see or hear various campaign components an average of 27 times, resulting in about 100 million impressions.
Within Ontario and Alberta, the campaign will include three, 30-second advertisements plus 10-second radio tags; outdoor billboards and online advertising on Google, Facebook and Yahoo that will direct consumers to the Canadian beef campaign website.
The multimedia campaign is also leveraging key grocery retail partners including 220 Safeway stores in Western Canada, 169 Sobeys stores in Ontario and the Atlantic, and 77 Costco stores across Canada.