‘Beefing Up’
the Connection with Our Community
O
ntario Beef is Beef Farmers of Ontario’s (BFO) consumer engagement program that supports all Ontario beef industry stakeholders by laying the foundation for the promotion of ALL Ontario beef products and the entire industry. Our focus is entirely on Ontario consumers and our efforts support the Ontario Beef Market Development Program, as well as individual farmers, brands, retailers, butcher shops, etc. Since the launch of the re-brand in 2019, our efforts have been on introducing Ontarians to Ontario beef, it’s delicious versatility as a high-quality protein and the hardworking farmers who raise the cattle and steward the land. Fortunately, the vast majority of our strategy was designed to be carried out digitally, which has served us well throughout the ongoing COVID-19 pandemic. We kept our plans focused online and were able to really engage with our community.
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BlockTalk - Spring 2022
We have found success using a “simmer and boil” approach for a lot of our work. We have a continual stream of content and activity happening during the year (simmering), and a couple of times throughout the year, we ramp everything up to a boil to execute large-scale campaigns. Our campaigns include a mixture of influencer and partner collaboration, community engagement initiatives, and a blend of paid and organic social media. Our inaugural campaign – the Ontario Beef Burger Battle hosted by the ever-dynamic Andrew Gunadie (@Gunnarolla) – held in the summer of 2020 was a huge hit setting the tone for subsequent campaigns and earning the gold at the Influencer Marketing Awards this past summer. Central to the Ontario Beef strategy is our new publicfacing website – ontbeef.ca. Traffic to the website continues to increase steadily as we continue to focus on driving traffic to different areas of the site through our social campaigns. The new site includes a store locator
www.meatpoultryon.ca
