Beef promotion targets masses

EDMONTON — Alberta beef is coming to a jumbotron near you.

A new campaign to promote Alberta beef is designed to capture the attention of those who like to eat beef as well as the more elusive millenials, whose opinions about food vary vastly from their parents.

The new campaign, “All for the Beef,” hopes to create ongoing publicity with video, digital, print and outdoor presentations to create a wider social presence.

“We are looking for venues that get us into the largest crowd,” said Brad Dubeau, who handles marketing for Alberta Beef Producers.

Promotions will provide a romantic view against a stunning landscape with stories about the people who produce beef.

Contracts have been signed with the Calgary Stampeders and Edmonton Eskimos to run video and digital material on their jumbotrons during Canadian Football League games. The program will also appear at eight of the Calgary Stampede jumbotrons to promote Alberta beef to Albertans.

Further contracts have been made with Farmfair International and the Canadian Finals Rodeo in Edmonton.

The next step is to connect with smaller communities, probably through the Western Hockey League.

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