Chevon Walker, Fred Bennett

Canada Beef signs three-year partnership with CFL

Deal will allow beef producers to interact with fans at games

The Canadian Football League is adding some beef to its games with a new partnership with Canada Beef Inc.

The three-year deal will allow provincial beef producer organizations to represent Canadian beef farmers and ranchers at CFL games. The idea is to give consumers the opportunity to meet the people who raise beef and bring it to their tables.

The goal is to build loyalty and connect with Canadians at a grassroots level, said Rob Meijer, president of Canada Beef. “It’s more than just a sponsorship,” he said. “It’s easy to just pay money and put your logo on the field… This is about [being in] the real communities where our producers work and live and connecting with our customers in the urban centres, and it’s all about a game that they love.”

Five provincial organizations—BC Cattlemen’s Association, Alberta Beef Producers, Saskatchewan Cattlemen’s Association, Manitoba Beef Producers and Beef Farmers of Ontario—will have the opportunity to host game-day events such as “Canadian Beef Producer Recognition Day.”

One beef farmer or rancher family will be recognized at home games for their contribution to the province’s beef industry. The organizations will encourage all beef farmers and ranchers to join them at the game, where they will meet with fans and talk about raising cattle, the nutritional benefits of beef and why beef is a great protein choice for tailgate party menus.

“It’s a chance for producers to mingle and interact with fans of the CFL, but they’re also our customers. They are people who live in the communities and they have families,” said Meijfer. “For us, it’s not just about a sale… The more people interact with our farmers and producers, the better they understand our ethics and our guiding principles.”

Meijer said the current program is just the beginning and Canada Beef will work on developing more regionalized and local opportunities. For example, the organization might partner with local CFL teams on community service, charitable giving or volunteering. “It’s about taking it grassroots and connecting our producers with the people who matter,” he said.

Brands Articles

Sport Chek floods Toronto with 1,891 free basketballs

The stunt served as the kick-off to the retailer's new basketball-themed campaign

BMO’s “Ball-Star” hits the court for All-Star Weekend

Bank's marketing also includes a 10-foot tall ATM

OMD tops Gunn Report for 10th straight year

Report lists Canadian office's 'Smart City Project' among the network's best work

Edo Japan re-signs with Brookline Public Relations

Calgary-based PR shop appointed AOR for sixth consecutive year

Adidas kicks off All-Star Weekend with a pop-up shop

The global sportswear brand has opened a Toronto sneaker boutique

Veritas opens in Vancouver

The move will help the PR shop better serve its new B.C.-based client, Best Buy

New York Fries puckers up on Snapchat for Valentine’s

The brand is asking consumers to "French" their fries on Snapchat

How grocers are aiming to connect with ethnic consumers

Loblaw, Sobeys have opened ethnic format stores. But are they authentic enough?

DavidsTea introduces product line to benefit Kenya (Video)

Co-founder David Segal talks about the brand's approach to CSR