Celebrating 150 years of Alberta Beef

Honouring Alberta Beef’s legacy and heritage, the All Ways to Celebrate campaign built on the success of the previous year’s campaign, telling our compelling story of tradition and commitment. As we commemorate 150 years of the Alberta Beef brand, let’s recap the celebration, culinary competitions and culminating contest.

Unveiling the Campaign

Launched in August 2024, All Ways to Celebrate emerged as an homage to Alberta Beef’s rich legacy through both culinary appreciation and a collective celebration of our province’s identity. Rooted in a commitment to quality, great-tasting beef and our support for Alberta’s beef producers, the campaign rallied Albertans to celebrate this legacy with us.

This year, we leveraged the Calgary Stampede to enhance visibility through localized content. Ties to the community were built with influencers and local media with PR tactics that earned attention on Sportsnet and Corus Entertainment Radio with more than 14.1 million views.

In the new year, our online efforts will highlight user-generated content collected throughout our All Ways contest period and build community support.

Raising the Steaks

Amidst the Stampede excitement, the Kitchen Theatre served as a battleground as renowned chefs went head-to-head in sizzling competitions and cutting demonstrations. From expert Pitmasters Chef Mel and Chef Brad to Chef Xavier’s culinary finesse, each dish showcased Alberta Beef’s versatility and allure. On the Cattle Trail, visitors had the chance to Ask an Expert and snap a photo with our I Love AB Beef light-up installation, which was always busy with attendees getting their souvenir pictures. In early November, we were at Farmfair International with our light-up I Love AB Beef installation and were on-site with Chef Mel, who led four Pitmaster BBQ demos and tastings.

The Ultimate Grill Package

Our online excitement continues with 150 days of content through to the end of the year and the end of our All Ways to Win contest. With a Blackstone Griddle at stake, contest participants have been excited to showcase the diverse ways that Albertans honour and savour Alberta Beef in their own celebrations. We’ve seen flavourful stir-fries, buttery steaks on the grill and fun, fresh takes on salad that all resonate with the essence of community, tradition and shared love for Alberta Beef.

As we continue our story, we’re bringing focus to the producers and sharing their stories of Where Lands Meets Legacy. Using powerful interview quotes from our time spent with John Buckley of Quarter Circle X Ranch and Cherie Copithorne-Barnes of C.L. Ranches, we’re giving producers an authentic voice in telling their stories on their relationship to the land and the impact it has on their livelihood. This broadcast television spot will air on CBC and CTV paying tribute to the longstanding care taken by producers for their cattle on the grazing lands of Alberta. It’s a story we’re thrilled to tell – a story that’s been 150 years in the making.

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This article was first published in Volume 4 Issue 4 of ABP Magazine (December 2024). Watch for more digital content from the magazine on ABP Daily.