And the winner is… Canada Beef!

The One & Only Beef concept is a celebration of real taste, real sizzle and real juiciness, while poking fun at the absurdity that something other than beef could be beef. The fundamental idea was to remind people why they love real beef, using affirmative messaging that beef belongs on their plate. The campaign used light-hearted, sarcastic claims such as “Keeping it Real Since Forever” that playfully challenged the debate of fake beef vs. real beef.

 
Hermes AwardsNYX Marcom award

Canada Beef recently won several prestigious awards for the marketing campaign, “The One & Only Beef.” Canada Beef brought home two Hermes awards – a Platinum award in the Integrated Marketing Campaign category and a Gold award in the Interactive Capabilities category. In addition, The One & Only Beef campaign netted the Grand Winner award from NYX Marcom Awards.

Canada Beef marketing agency, BTI Brand Innovations, helped develop the campaign and prepared the award submissions on behalf of Canada Beef.

Canada Beef President Michael Young said the recognition is well deserved. “These awards acknowledge the excellent work underway at Canada Beef to support consumption by raising awareness of the nutritional benefits, sustainability, and convenience of Canadian beef in the consumer marketing space.”

Part of the campaign included “spoof” videos with amusing images (including kids, cats and toupees) and drool-worthy food photography set against a backdrop of catchy pop music.

To support the campaign, seven social media influencers developed a set of recipes that they posted on their platforms and linked back to the thinkbeef.ca website.

The One & Only Beef campaign was asset-rich, using digital, print and video content paired with an integrated media buy that was heavy on engagement with ‘food affinity’ audiences. The campaign was executed using print media, television, digital ads, owned media and social media in addition to contesting, and point of purchase marketing.

The One & Only Beef campaign resonated with judges and Canadians alike. The campaign generated over 56 million impressions, with most metrics achieving above-standard benchmarks. The Instagram contest saw hundreds of entrants each month. Traffic to the target website increased by over 600% with 75% of that attributed to the campaign landing page. Post-campaign research results showed the humorous video ads scored above average benchmarks.

To view the materials and the videos, please visit thinkbeef.ca/real.

The Hermes competition, administered by the Association of Marketing and Communication Professionals, is one of the largest and oldest, third-party evaluators of creative work in the world. NYX honours the far-reaching efforts of creatives around the world.

By Tayla Fraser June 4, 2021

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