New Alberta Beef marketing campaign on horizon

Alberta Beef’s largest marketing campaign in nearly a decade is set for release mid-barbecue season this year.

Consumers will be exposed to a variety of television and radio ads, mobile tasting events, retail visits by producers, neighbourhood mail-outs, in-store signage and social media as part of the campaign to promote Alberta Beef.

The campaign will be paid for by a $1.3-million partnership between the Alberta Beef Producers (ABP) and the Alberta Livestock and Marketing Agency (ALMA).

ABP has a history of marketing campaigns, such as the 1988-2001 campaign “If it ain’t Alberta, It ain’t Beef,” which was re-launched in 2001 and won several awards.

ABP’s current campaign, “Raised Right,” features stories about a number of Alberta farmers raising beef right in their own backyards.

“It’s a challenge, it takes resources, it takes commitment over time, but Alberta Beef’s long history of essentially dominating the meat counter tells us it’s not only the right thing to do, it’s the necessary thing,” said Marketing and Education Chairman Mark Francis of the campaign.

“This campaign would not have been possible without the support of producer check-off dollars,” added Francis. “Those dollars are what helped us leverage our funding to the maximum.”