Ontario Beef begins new campaign
By Rob Bale
Ontario Beef has begun a new campaign that encourages consumers to ask questions of butchers. The campaign, developed by Bob’s Your Uncle, consists of three 15-second commercials. The creative depicts consumers asking butchers unusual questions, such as “Do penguins have knees?” Media work is being handled by Involved Media.
“Research we conducted showed that among the nearly two-thirds of consumers who don’t ask their butcher beef-related questions, the top reason is that they ‘never thought of it,’” said Jennifer Kyle, manager of public engagement and digital strategy at the organization. “Our campaign is meant to encourage and empower beef consumers to ask their butcher for Ontario beef.”
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