In a world where consumers are increasingly seeking local, sustainable, and authentic food experiences, Ontario Beef saw an opportunity to elevate its brand by connecting with the rich culinary tapestry of its home province.
Local Partners/Video
Web
TV
Case Study: The Ontario Beef Local Flavour Campaign
Introduction
In a world where consumers are increasingly seeking local, sustainable, and authentic food experiences, Ontario Beef saw an opportunity to elevate its brand by connecting with the rich culinary tapestry of its home province. The campaign aimed to not only promote Ontario Beef, but also to celebrate the diverse local offerings that make Ontario a gastronomic paradise.
Objective
To strengthen the association between Ontario Beef and the province's local delicacies, while also introducing consumers to new and unexpected pairings that would tantalize their taste buds.
Strategy & Execution
- Partnership Negotiations: We identified and collaborated with emerging Ontario food and beverage brands. While some pairings like maple syrup and whiskey were unconventional with beef, they were chosen to challenge culinary norms and intrigue the consumer.
- Digital-First Approach: Recognizing the power of digital media in shaping food trends, the campaign was digitally led. This included:
- Online Videos: Showcasing the preparation of Ontario Beef with the local products, offering a visual feast to the viewers.
- Social Media Campaigns: Leveraging platforms like Instagram and Facebook to engage with a younger, food-savvy audience.
- Influencer Collaborations: Partnering with local food influencers to create authentic content and reach a wider audience.
- Digital Advertisements: Targeted ads to drive traffic to the campaign landing page.
- Campaign Landing Page: A dedicated website where consumers could dive deeper into the world of Ontario Beef. This included:
- Recipes: Showcasing how to use the local products with Ontario Beef.
- Brand Stories: Introducing consumers to the stories behind the local brands partnered with in the campaign.
Results
- Early Success: The campaign metrics indicated a strong start with high engagement rates and positive feedback.
- Stakeholder Satisfaction: The excitement wasn't just limited to consumers. Stakeholders and campaign partners expressed their enthusiasm, validating the campaign's direction.
- Expansion : Given the success, the campaign was expanded to include more partners, further enriching the Ontario Beef experience.
- Increased Investment: Building on the momentum, the marketing budget saw a significant increase. This allowed for a broader digital and social reach, more in-depth consumer education, and the forging of new partnerships.
Reflections
The Ontario Beef Local Flavour Campaign wasn't just about promoting beef, it was about celebrating Ontario's culinary diversity. By challenging traditional pairings and embracing the digital realm, Ontario Beef was able to create a campaign that resonated with consumers, stakeholders, and partners alike. The success of this campaign is a testament to the power of local collaborations and innovative thinking.