About Canada Beef
Canada Beef is the organization responsible for globally positioning, marketing and creating demand for the Canadian Beef brand. Canada Beef is tasked with translating the inherent value of the product into emotional connections, marketplace demand and consumer loyalty.
Maintaining brand consistency throughout an international organization such as Canada Beef is no easy task. The comprehensive brand standards guide that nonfiction developed has become a vitally important for all things Canada Beef, with details on logo usage, stationary guidelines, photography style, tone and voice, and more.
In tandem with a rebrand of Canada Beef, nonfiction was tasked with creating a series of marketing and promotional pieces to help better tell the Canada Beef story. Included in this suite of materials was a brand story book, media kit, investor kit and fact sheets, all housed within a new presentation folder.
Our experience with the Canada Beef brand refresh made us the perfect candidate to develop the 2016 “Why Canadian Beef” ad campaign. Working closely with the client, we designed both beef producer- and consumer-focused ads that helped show why Canada is what’s best about Canadian Beef.