Mass media Campaign to include TV, mobile tasting events and store visits by beef producers
Alberta Beef Producers (ABP) has partnered with the Alberta Livestock and Meat Agency (ALMA) on a $1.3-million mass-media campaign to promote Alberta beef, the single-largest promotion for nearly a decade.
During the 2012 BBQ season Albertans will see a variety of television ads, mobile tasting events, grocery store visits by real beef producers, billboards, radio promotions, neighbourhood mail-outs, in-store signage and social media.
To begin the Alberta Beef brand revitalization process, ABP plans to return to the grocery store, and get face to face with its target audience.
Having both a physical and collateral presence at point of sale is something Alberta Beef hasn’t had in a long time. ABP is convinced that with competition for the protein shopping dollar so fierce, it has to get back on the ground floor to fight for their traditional market share.
ABP plans to work with Canada Beef Inc., the national promotion agency, to review the practical aspects of Alberta Beef’s re-entry into the retail world. Those discussions will include: identify challenges, assess communal resources and articulate not only blue-sky strategy, but also how to position Alberta Beef under the Canada Beef umbrella.
CBI has also indicated there may be some complementary opportunities to work with national outlets. One of the ways to interest national players in the program is to have real Alberta beef producers back in the stores talking directly to consumers.
In the meantime, the ABP/ALMA partnership has independently begun to lay the foundations for the campaign by approaching retailers and meat packers to participate.