Every brand has a story to tell, and the “Alberta beef. Raised Right” campaign story is one we tell with pride. Alberta Beef Producers (ABP) charged AdFarm to find a way to differentiate Alberta beef in a unique and memorable way to build awareness and help boost sales amid increasing competition. So consumers could feel confident knowing our beef is nutritious, safe and produced under environmentally sustainable conditions, which speaks to the integrity and pride of the Alberta beef industry.

We stepped into the shoes of the primary grocery shopper standing at the meat counter with list in hand, faced with an overwhelming  choice:  from beef to bison,  pork to poultry, fish to lamb, all making similar claims about nutrition, taste and convenience, all vying for a place on the weekly menu. How could we make Alberta beef stand out as a protein of choice, to earn a rightful place in the minds and on the plates of Albertans on a more regular basis?

Underlying the “Raised Right” campaign is a vital strategic insight: producers have sincere sense of pride in the level of care they invest in raising their cattle, as part of a solid value chain. It’s about heritage, commitment and stewardship of the land. “Raised Right” embodies all of that. It speaks to:

1. Quality assurance messages. Think cattle grazed on pristine pastureland with fresh water nearby.
2. Family values. Raising kids, working together as part of an industry dedicated to delivering an excellent product.
3. The integrity and pride of nearly 27,000 beef producers who daily live the brand promise of their “Raised Right” campaign.

Out here we think big. We needed to, in order to touch the hearts and minds of as many Albertans as we could reach.  Our media planners, public relations, creative and production staff worked closely with ABP to develop a consumer-focused, multi-media campaign with rich producer imagery including stock dog “Riff”. The “Raised Right” messages live large on:

• 16 semi-trailers travelling up and down the highways of Alberta between hub cities
• Grocery carts – nearly 60,000 carts a month in 133 Alberta stores
• Transit campaign – five cities, two flights targeting primary grocery shoppers
• Rural murals – huge 22 foot murals of producers placed in high traffic areas around the province, so consumer and ranchers alike can say “this is what we do” and why origin counts when it comes to beef production
• Print advertorials in Chatelaine and Canadian Living are information rich with tasty recipes
• RaisedRight.ca website with videos of producers telling their own “Raised Right” stories
• Online “Alberta Beef Backyard BBQ” contest staged for the winner’s  50 friends
• Launch and beef BBQ at the Bar U Ranch with 500 guests including the Minister of Ag, garnered over $65,000 in free coverage and publicity on TV, radio stations, magazines & newspapers.

We believe the “Raised Right” brand can be leveraged the same way the previous “If it ain’t Alberta, it ain’t beef” and “RanchHers” campaigns were – delivering solid opportunities to promote Alberta beef.  I’m proud to work with ABP and our team to promote Alberta beef and win the confidence of grocery shoppers – one dinner at a time.

What campaigns do you think do a good job of connecting with the values of agriculture?

Lynne Paulsen never leaves a stone un-turned when it comes to looking for answers to the questions that will lead her to the right strategy. She can be reached directly at Lynne.Paulsen@adfarmonline.com.