Canada Beef / Canadian Beef advertising

Back in 2018, I helped create Canadian Beef’s #MyCanadianBeef campaign. This digital-first campaign showed consumers the pride of Canadian beef farmers & ranchers, and helps bolster trust, loyalty and affinity for beef raised in Canada.

It was great way to demonstrate beef’s winning nutritional contribution through tasty recipes and cooking techniques, as well as educating consumers on the unique role cattle play in conservation. The campaign celebrated the passion our real, authentic Canadian beef fans by sharing their stories, and has helped build upon Canada Beef’s already enthusiastic fan base. Through the use of Canadian beef “advocates” – the ‘how and who’ at the heart of the campaign, it helped make Canadians feel good about eating beef raised by hardworking farming and ranching families.

Print ad concepts exploring the idea of the primary meal planner transformed into a "supper hero".

Print ad concepts exploring the unique genes of the Canadian cattle herd.

A sample of a full page ad that ran in a number of Western Canadian newspapers giving a united voice to the country's beef producers.