Canada’s beef marketers plan to replace “Make It Beef” with a new global brand logo for Canadian beef, to be used across the consumer, retail and foodservice markets.
“Combined with its brand attributes, the Canadian beef brand will provide a consistent, unified voice within Canada and in the U.S., as well as other international markets,” said Lisa Mina, executive director of consumer marketing for the Beef Information Centre (BIC), in a release Friday for the new logo.
BIC, the beef market development wing of the Canadian Cattlemen’s Association (CCA), consumer brand launch campaign is intended to encourage Canadian retailers and foodservice operators to take advantage of the brand logo, and the tagline Canadian beef. Goodness in every bite.
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BIC said that tagline was based on research showing the greatest market growth opportunity to be among consumers who eat beef one to two times per week — a group which, according to BIC, represents almost 70 per cent of Canadian beef eaters.
“Even when imported beef costs less, more than eight out of 10 respondents say they would buy Canadian beef,” BIC said in its release. “This consumer insight demonstrates an opportunity for a differentiated positioning for Canadian beef.”
The new logo was developed by the CCA and BIC, along with the Canada Beef Export Federation and Canadian Beef Breeds Council, based on “extensive consumer research,” BIC said.
BIC said it plans to launch the new brand identity to consumers this spring with an “integrated multimedia” campaign, expected to include a trade marketing roll-out, recipe booklets, public relations and health professional communications.
The multimedia campaign will focus on Canada’s light beef-eaters in the greater Toronto area, incorporating radio, print and web outlets and posters to be displayed in shopping malls and health clubs.
“The multimedia campaign will reinforce the positive attributes of beef in the diet,” BIC CEO Glenn Brand said in the centre’s release Friday. “And the trade marketing roll-out will leverage consumer support and loyalty to Canadian beef with our key retail and foodservice partners.”
