Annual Report | Marketing

Magazine

ABP Magazine is printed and distributed to more than 18,000 producers, auction markets, and industry stakeholders across the province.

2024 Marks the fourth volume of the ABP Magazine.

All Ways Alberta Beef Campaign

In late 2023, the “All Ways Alberta Beef” campaign by ABP and Think Shift was recognized with Best of CAMA wins in both Social Specialty and Single Execution (Print or Digital) categories, and a Certificate of Merit in Multimedia Campaigns, Total Budget of up to $650,000.

Building on that momentum, the campaign is back for a second season, celebrating Alberta Beef’s 150th anniversary. Key highlights include:

• Stampede Activations: Featuring giant “I <3 AB Beef” marquee letters and interactive moments at Cattle Trail.
• Collaborations: Partnering with local chefs and influencer Mel Chmilar Jr. for cooking battles and demos.
• Marketing Efforts: Achieving over 4.5 million impressions through various channels, including social media, TV ads, and radio.
• 150 Days of Celebration: Running from August to December 2024, with diverse content and community activities.
• User Engagement: Utilizing consumer data and user-generated content to boost engagement and prepare for the brand’s broader launch in early 2025.

This campaign aims to honour Alberta Beef’s heritage and connect with consumers through multiple touchpoints. It is funded in partnership with Canada Beef through the Provincial Marketing Alliance (PMA) program.

ABP Only Consumer Campaign

In 2023-2024, we created a duo of commercials and invested in a media buy that covered both digital and traditional media buys.

The commercials focused on two topics that consumers most commonly asked about – Environmental Stewardship and Nutrition.

The commercials saw over 21 million total TV broadcast impressions, over 6.1 million digital impressions, and over 14.1 million views during 67 Stampede broadcasts.

The third installment of video assets for the ABP Only campaign was produced in October 2024, with complete digital, print and broadcast implementation running from the end of October 2024 through January 2025.

The concept of this video is to tie in the celebration of 150 years of Alberta Beef while emphasizing the connection between Alberta’s iconic landscapes and the taste, quality, and legacy of Alberta Beef.

Sponsorship and Partnerships

2024 Sponsorships as of September 31, 2024.

• 8 per cent youth events (Jr shows and 4H)
• 10 per cent industry events and causes
• 33 per cent youth athletics (ASAA) sponsorship)
• 34 per cent consumer events and causes

Education

This year we launched our Running with the Ranchers program in partnership with Glenbow Ranch. Students in grades K-5 will have the opportunity to learn more about where their food comes from and make connections with producers in the classroom. Once the classroom lessons are complete, schools within an hour radius of Cochrane, will have the opportunity to apply their learnings on site during a day at Glenbow Ranch.

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This article was originally posted in Alberta Beef Producers’ 2024 Annual Report. Find the full report here.