Proudly supporting the Canadian beef industry through national campaigns Read More
Project Index
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Pick the beef with the leaf Campaign
Pick the beef with the leaf Campaign
For over five years, we’ve led Canada Beef’s national consumer campaign, helping shape a brand that Canadians trust and feel proud to support. What began as the My Canadian Beef campaign has since evolved into Pick the beef with the leaf—a dynamic, insight-driven platform that continues to adapt to shifting consumer values and market realities.
Refining a Strategy Year Over Year
Each year, we refine our strategy based on performance data, audience insights and stakeholder feedback. In recent years, we’ve focused on addressing key consumer pain points such as the rise of imported beef, perceptions around value and questions of sustainability. Our digital-first approach uses targeted ad campaigns to engage audiences with messaging that builds confidence, pride and preference for Canadian beef.
Campaign Objectives
Campaign Tactics
