In a recent survey, 96 per cent of consumers expressed a preference for purchasing beef produced in Canada versus imported product. Even when imported beef costs less, more than eight out of 10 respondents say they would buy Canadian beef.

Based on extensive consumer research, the Canadian Cattlemen's Association and the Beef Information Centre (BIC), along with Canada Beef Export Federation and Canadian Beef Breeds Council, developed a global Canadian beef brand logo.

According to John Gillespie, BIC Chairman and a cattle feedlot operator in Ayr, Ont., BIC is building its brand identity through the use of the new brand logo across all beef consumption markets, including the consumer, retail and foodservice trades.

"The new Canadian beef brand provides a consistent, unified voice within Canada and the United States, as well as other international markets, on the attributes of the Canadian Beef Advantage," he says. The Canadian Beef Advantage (CBA) communicates the quality and food safety attributes that differentiates Canadian beef from competitors.

An important element of BIC's consumer brand launch campaign is to encourage Canadian retailers and foodservice operators to take advantage of the brand logo and tagline: 'Canadian beef. Goodness in every bite'. The tagline was based on research that showed the greatest growth opportunity is among consumers who eat beef one to two times per week.

"This group represents almost 70 per cent of beef eaters in Canada," notes Gillespie. "Persuading these consumers to eat beef more often has the most potential for maximizing market growth."

BIC launched its new brand identity to consumers this spring with an integrated multimedia campaign that included trade marketing roll-out, recipe booklets, and public relations and health professional communications. The multimedia campaign focused on Canada's light beef-eater, those people who enjoy beef one to two times a week, in the Greater Toronto Area. The campaign also incorporated radio, print and web outlets, and posters displayed in shopping malls and health clubs.