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BIC plans new beef brand identity

The Canadian beef industry’s new beef brand identity will be launched by the Beef Information Centre in spring next year as part of a national consumer campaign, the centre said Monday.

The $2.2 million launch is to include an integrated consumer multimedia campaign and trade marketing roll-out, BIC said. The multimedia campaign will focus on Canada’s light beef-eater, those people who enjoy beef one to two times a week, in the Greater Toronto Area.

Light eaters are typically mothers with children, representing 64 per cent of all Canadian beef eaters, according to BIC, which operates as the market development division of the Canadian Cattlemen’s Association. The campaign will incorporate radio, print and web outlets, as well as posters in shopping malls and health clubs.

BIC will further leverage the brand positioning with key retail and foodservice clients through joint promotions and public relations activities across Canada.

“The multimedia campaign will reinforce the positive attributes of beef in the diet,” said Glenn Brand, BIC’s CEO, in the centre’s release Monday. “And the trade marketing roll-out will leverage consumer support and loyalty to Canadian beef with our key retail and foodservice partners.”

The positioning of the brand identity is expected to include quality attributes and points of differentiation versus other proteins to position Canadian beef as strongly as possible within identified market segments. This single brand identity will be used for both domestic and international markets, BIC said.

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