Back to Basics with ‘Real Protein’ – like Beef: A ‘Fitness Environment’ Campaign

Outside of traditional health influencers, fitness experts have become a trusted source for nutrition information for many. Recognizing this trend, Canada Beef reached out to this new group of influencers as a way to connect with consumers for health messaging.

One of the topics on the radar for all health influencers – fitness experts included – is that of protein.  As that basic building block for the body and an important part of cell function, protein is important. Yet many Canadians get less than 17 per cent of their energy from protein, which is on the lower end of the recommended range of 10-35 per cent.

 As fitness experts look for ways to help their clients get enough protein, they often turn to specialty products outside of basic foods: fortified items like shakes and bars. Food companies have been quick to jump on that trend as evidenced by the proliferation of protein claims and protein-sourced products in the grocery store aisles.

To address this tendency, Canada Beef embarked on a Back to Basics campaign for Beef in February 2016 (English language only).

• The Target: nutrition concerned adults who are involved in the ‘fitness environment’
• Key Message:  get back to the basics with a real food like beef - one of nature’s most powerful and rich sources of protein

The campaign Included:

• Print advertising  in Canadian Living magazine
• 4 infographic-style videos playing on screen at GoodLife fitness centres in select cities across Canada and on TSN channel as well
• A national PR tour featuring 2 high-powered fitness influencers Dai Manuel and Kathleen Trotter

The campaign was positioned to remind people that they don’t need to seek out fortified foods for protein and that meat is one of nature’s “original” protein sources. With messaging dialed in on nutrient density, the campaign called out that gram for gram, beef is one of the richest sources of complete protein, containing all essential amino acids, and is full of essential nutrients such as iron, zinc, selenium, and vitamin B12.

The Canada Beef approach was one of balance with the understanding that the key to a healthy diet is to choose fresh, whole food sources of protein and to strive for moderation. Spokespeople were briefed to communicate balance with helpful tips like filling half the plate with vegetables or fruit, one quarter with lean protein like beef and the other with whole grains for a balanced, healthy meal.

The campaign was unbranded, focusing on Beef in general, not specific to Canadian beef.

For more information, please contact:
 
Joyce Parslow
905-821-4900 ext 102
jparslow@canadabeef.ca