CONSUMER ENGAGEMENT
As shared in last year’s report, 25 cents
While it looked a little different than
of the $1.50 provincial check-off increase,
what we had originally planned, 2020
implemented in November 2019, stays
was still a very busy year spent building
with BFO to support producer and
momentum with our audiences:
consumer engagement activities. While a lot of work in 2019 focused on rebranding Make it Ontario Beef to our new Ontario Beef identity, 2020’s efforts were spent putting our new strategy into action, engaging directly with the public to drive awareness and purchase of Ontario beef.
Traffic to the consumer website continues to increase steadily. Both of the key campaigns that were run through our social channels throughout the
Ontario Beef supports all Ontario beef
year were focused on driving traffic to
industry stakeholders by laying the
different areas of the site, and did so with
foundation for the promotion of ALL
great success. Website visits increased
Ontario beef products and the entire
by 800 per cent over the course of the
industry. Our focus is entirely on Ontario
year, and 95 per cent of the visitors were
consumers and our efforts support
first-time visitors to the site.
the Ontario Beef Market Development Program, as well as individual farmers, brands, retailers, etc.
We continue to update and tweak the site regularly to ensure it is always fresh and that new content is highlighted. Our
The focus of our consumer engagement
store locator continues to be one of the
program in 2020 was getting our content
most popular stops for visitors to the
in-market, building relationships with
website, so we continue to promote the
influencers and partners, and continuing
opportunity for butchers, retailers and
to build the Ontario Beef brand story with
farmers marketing direct. Currently, there
the public. Fortunately, the vast majority
are about 130 retailers included in the
of our new strategy was designed to be
locator, but we recognize there are still
carried out digitally. When the COVID-19
others who may wish to be included in the
pandemic hit in March 2020, we had to
listings. An application form is available
make minor tweaks to some of our key
from the office for those wishing to have
campaigns with respect to some of the
their retail business added to the map.
in-person activity that was planned, but overall, we were able to execute our digital media strategy as planned, and have done so with excellent results.
Ontbeef.ca
22
BFO ANNUAL REPORT 2021
As part of the website and consumer engagement strategy, a new e-newsletter for Ontario beef enthusiasts will launch in 2021.
Ontario Beef supports all Ontario beef industry stakeholders by laying the foundation for the promotion of ALL Ontario beef products and the entire industry.
