Canada Beef Explore the World of Beef

• Prize
  Honorable Mention in Integrated campaigns / Advertising
• Company
  Bti Brand Innovations Inc.
• Lead
  Parveen Dhupar
• Team
  Danny D'Amario, Emily Taraborelli
• Client
  Canada Beef
• Video
  Link to video

In response to the rise of alternative meats and the increased disparaging dialogue around beef, the Explore the World of Beef campaign was designed for Canada Beef by celebrating authentic beef cuisines representing diverse cultures. The integrated mixed media campaign increased traffic to the website by over 25%, generated millions of impressions in the influencer engagement program, engaged over 20,000 people in the contests held, and gained immense additional traction through live television cooking demonstrations, Meals that Fit videos, and compelling LCBO Food & Drink magazine print ads.