Creating Sizzling Visibility for Alberta Beef Producers
What’s more enticing than the sizzling sound of a burger patty on a grill? Knowing that the meat came from a local, trustworthy source.
CHALLENGE
The award-winning How Do You Burger campaign started with several challenges. Alberta Beef Producers is an established and recognizable brand looking for a boost in noticeable content that would not require major budget changes and speak to both consumers and producers.
ABP wanted a measurable bold take on supporting local agriculture and connecting with new audiences – and WS was ready to deliver!
SOLUTION
To meet and exceed ABP’s desired outcomes, our team approached the task by first creating a comprehensive front-end plan. Front-end planning focuses on delivering marketing outcomes that ladder up to business goals, while focusing on the needs, desires, and behaviours of the audience. Tactical execution plans can then be built with tailored outcomes built with these marketing outcomes in mind.
WS’ unique front-end planning technique allows our team to gain a deep understanding of the client and their audience and apply our extensive marketing and communications expertise in a targeted fashion, ensuring that every dollar in the budget is optimized.
For Alberta Beef Producers, this combination of planning, audience understanding, and marketing genius resulted in the How Do You Burger campaign – a direct conversation with consumers on their burger-eating preferences. WS developed a multi-channel engagement-focused campaign that gave consumers a fresh look at something that’s not just an ingredient but an entire lifestyle – Alberta beef.
How Do You Burger was built around the idea that everyone loves a good burger – but everyone eats their burger differently. We developed five distinct burger eating personalities to help people express their burger eating style and invited them to tell us which type they were.
