All (the) ways we are kicking off the 23/24 Consumer Campaign

With summer in full swing and event season upon us, keep an eye out for our brand-new consumer marketing campaign for the 2023-2024 year. This campaign aims to showcase the passion Alberta producers put into raising this iconic product. From all the ways producers show steadfast dedication to their work, to the ways a chef passionately prepares this essential ingredient, and to the ways consumers enjoy it, there’s ritual and tradition in every bite of Alberta beef.

The power imagery brings forward a sense of nostalgia and identity that goes hand in hand with Alberta Beef. We have created sets of visuals that connect with the different facets of our audience:

• All-ways to raise: brings attention to the blood, sweat, and tears that producer put into raising the best and most sustainable cattle. 
• All-ways to cook: showcases the versatility of the product and the many ways Alberta beef can be prepared.
• All-ways to eat: draws focus to all the ways Alberta beef can be enjoyed. From the grill to the home kitchen, the pub or the five-star restaurant, it doesn’t matter where you enjoy your Alberta beef.

Once again in partnership with Canada Beef, this campaign will be featured on billboards across the province, and digital ads encouraging consumers to try something new with their beef. A dedicated landing page is being developed that showcases all the ways cattle are raised in Alberta, where different cuts of beef come from on the carcass, as well as recipes and content from restaurant chefs, home cooks, and influencers.

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Catch us for our first event at Kitchen Theatre in the Big Four on Stampede Park, July 14,15, and 16 at 2p.m. where we host our first-ever ‘Beef Black Box’ challenge. BBQ pitmasters and Michelin star chefs will compete head-to-head with a mystery cut of beef and will only have an hour to create an amazing dish.

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This article was first published in Volume 3 Issue 2 of ABP Magazine (June 2023). Watch for more digital content from the magazine on ABP Daily.