2023 Annual Report: Marketing and Communications

This message was originally posted in Alberta Beef Producers’ 2023 Annual Report. You can find the PDF of the report here.

ABP Magazine

ABP magazine printed and distributed to more than 18,000 producers, auction market, and industry stakeholders across the province.

2023 marks the third volume of the ABP magazine, and based on producer feedback, we have shifted to a true quarterly publication schedule and condensed the page count with more succinct messaging and storytelling. Each issue spotlights a facet of the beef industry – Grasslands; Feedlots; Marketing; and Culinary.

The 2024 schedule will follow the same format, with different spotlights on our industry.

Auction Market Tours

The goal of these auction market tours was to re-build the relationship between ABP and auction markets across Alberta, while reframing the use of the markets as a marketing tool to beef producers.

Spring Auction Tour

• In March 2023, we visited 11 locations in person, and the rest received correspondence via mail.

Fall Auction Tour

• Between the months of September to December of 2023, ABP will have visited all 21 auction markets.

ABP Online Store

The ABP store was generated through Wix.com during the 2022 winter months. The idea behind the store was to funnel the merchandise requests that were being submitted through the submission forms on ABP Daily.

Heading into fall of 2023, we are excited to promote our store through our social media channels and promote our new merchandise offerings ahead of the holiday season.

Visit the ABP online store at www.abpdaily.store.

2023 Sponsorship as of August 31, 2023

With added funds to the provincial sponsorship budget this year, this has allowed us to diversify our investments into our communities.

2022-2023 ‘How do you Burger?’ recap

The 22/23 “How do you Burger?’ campaign was a great success for ABP, resulting in six awards.

Canadian Agri-Marketing Association (CAMA)

• Best Web Advertising
• Best of Show Web Advertising
• Best of Show
• Top Food Day Canada Event
• Top Multimedia Campaign up to 650K

North American Agri-Marketing Association (NAMA)

• Bed Producer Funded/Led Campaign

This campaign was inspired on the heels of our successful lobbying efforts on the front-of-package labelling issue, granting ground beef an exemption from the federal government’s program. The success of the campaign is a testament to the approachability of ground beef and marks the achievement of our goal of bringing a good news beef story to consumers.

2023-2024 Consumer Campaign

All Ways to enjoy Alberta Beef

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.

Once again, we have partnered with Canada Beef as a part of their Provincial Marketing Alliance (PMA) program to fund this consumer campaign. This campaign is segmented into four main channels:

• High-impact visuals, media, and paid digital advertising
• Events, contests, and activations (Stampede cook-off with Kitchen Theatre and other events throughout the year)
• Influencer engagement and content creation
• Educational Hub Website

This campaign was also nominated for four awards from the Canadian Agri-Food Marketers Alliance (CAMA).

Update: Beef organizations take home wins at Best of CAMA Awards 

Community Giving

On the heels of the successful engagement with Ronald McDonald House Charities (RMHC) Alberta in April 2022, we continued our participation with their ‘Home for Dinner’ Program.

In March of 2023, we had many staff and delegates join to host Home for Dinner in both Calgary and Edmonton.

The goal is to expand our programming with the RMHC Alberta Charities to each of the four houses in the province.