Ontario Beef retains Bob's Your Uncle
By Derek Winkler
Following a competitive review, Beef Famers of Ontario has again retained Bob’s Your Uncle of Toronto as the creative agency for its Ontario Beef consumer initiative. The firm has developed a new campaign for Ontario Beef continuing its “Ask Your Butcher Anything” effort from 2024. The campaign encourages Ontario consumers to ask their butcher for Ontario beef. The creative consists of four video and two radio ads in which consumers ask butchers various questions. The campaign also includes social media and digital out-of-home executions. It will run in two phases through the summer and fall.
“The first campaign showed us that humour is an effective way to start conversations with consumers,” said Jennifer Kyle, manager of public engagement and digital strategy at Beef Farmers of Ontario. “It also reinforced the unique relationship people have with their local butcher as someone they trust for advice. Building on that platform allows us to continue encouraging shoppers to connect with their local butcher and make Ontario beef part of their purchasing decisions.”