The ABP annual consumer campaign kicked off in July, asking consumers “How do you burger?” The contest wrapped September 1, with connoisseurs leading the pack in the way Albertans take on their favourite burger.
“Whether you are a ‘Connoisseur,’ a ‘Squisher,’ a ‘Tipper,’ or a ‘Stealer,’ there are many ways to
enjoy a juicy burger prepared with Alberta beef,” says Lindsay Roberts, Marketing and Communications
“This contest invites beef-lovers to declare their burger-eating style through our digital entry form for a chance to win a $1,000 Ultimate Summer Grilling BBQ Prize Package that includes a portable BBQ grill and an assortment of beef cuts.”
The consumer-directed contest helped to draw attention to the health benefits of making burger-loving
part of Summer, promoting ground beef consumption in a fun way, by asking: “What kind of burger person are you?”
Ground beef is a single ingredient, nutrient-dense whole food that has significant health benefits. In fact, many Canadians don’t get enough of the essential nutrients beef provides through their diets, according to dieticians, especially when their diets contain significant amounts of highly processed foods.
On the heels of the federal government’s Front of Package labeling exclusion for ground beef (read more
here), all of this health news is great news for burger lovers, who can fire up the grill and squish, tip, or steal away.
Canada Beef, alongside ABP and fellow provincial organizations, have launched “give back burgers” in cities across the country in support of local food banks. Partnering with local restaurants across Alberta, the campaign will feature epic burgers that feature Canadian beef, and support food service recovery at the local level.
Consumers will be able to find a new favourite burger spot beginning February 2023 in search of the best burger. Proceeds from these select burgers will go to local Alberta food banks, with ABP matching donations in ground beef product.
It’s time to Burger It Forward! Find participating restaurants in your city in your city by visiting burgeritforward.ca.
A version of this article was first published in Volume 2 Issue 4 of ABP Magazine (October 2022), on page 35, as ‘The Ultimate Burger Autumn.’ The campaign has been postponed until February 2023, and the article above has been adjusted to account for that.