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The One & Only Beef



With the rise of alternative and simulated meats, beef and other meats were facing a lot of disparaging, public dialogue, a lot of which was causing many to feel stigmatized for enjoying what they have always loved. Canada Beef felt it was time to step up to the plate and talk back, within their 2020 nation-wide, ThinkBeef consumer campaign, based on BTI’s overarching concept; The One & Only Beef.


BTI conceptualized, directed, and produced a series of campaign videos. Rather than debating facts, or attacking the other guys, the fundamental idea around these videos was to simply remind people why they love (real) beef. Messaging focused on crave appeal using words typically associated with beef; taste, sizzle, juiciness, and used light-hearted, sarcastic claims like “Keeping it real since forever” that playfully challenged the idea of simulated vs real. A pair of two 15-second videos were produced for TV commercial spots, a and series of three 30-second videos were created for digital and social media channels.


The video assets ran within a powerful media mix; throughout TV and digital Corus media channels, the Google Network, Facebook and Instagram, throughout Goodlife Fitness Centres across Canada, as well as on the campaign website. Traffic to the target website increased over 400% within only 3 weeks of the digital ad campaign launch. The social media outreach received a landslide of positive engagement, the videos were adored by many.