Case Study:

1
Case Study

• Can a Nutrition Message Increase Meat Consumption
  by Light Users?

2
Overview
3
Main Goals Long Term
Or, move them from light to medium and heavy user
category
4
Main Goals Long Term
Increase positive attitudes about healthfulness
Influence consumers / Influence influencers
5
Campaign Metrics

• Attitude Purchase Intent Tracking
• Pre-Campaign Feb 2009
• Post-Campaign June 2009
• Short Term Market Impact
• Measure change in consumer demand for beef
  before, during and after in test market
• Dollars VL per buy, trips per buyer

6
Consumer claims about eating with an eye toward
nutrition.
agreeing completely agreeing
mostly Consumers/How Light Beef Eaters
Changing? Actively trying to consume less
fat 56/p 59 Checking labels 59/p
58 Eating more fiber 57/q 58 Eating
more Omega 3 fatty acids
32/p 30 Eating more foods with anti-oxidants
33/0 31 Taking vitamins regularly
50/p 50
2008 Nutrition Survey, The NPD Group Inc. 12 M/E
2008
7
are reflected in Beefs declining market share
8
And in The Media
9
Key Market Opportunity - Light Beef Eater

• 69 of beef eaters
• Up 5 over 07
• Eats beef 1-2x/wk
• Spans all ages

10
Most light eaters still families with kids
Lifestage - of Eating Occasions In home - 12
M/E March 08
57 of beef eating occasions come from
Nest-Builder households
11
Meet Mom, LBE, Key Customer

• Mother
• No time
• Vague unease about eating beef
• Nutrition and healthfulness is key
• Taste and convenience food/meals a given
• Family meals are usually at home
• Cooking tends towards assembly less than 30
  minutes

12
Are there enough? Do the Math
Total Canadian Population
33,000,000 (Stats Canada
2007) Beef Eating Population (76)
24,750,000 (NPD estimate, March 2007
eating beef 1/weeks) Frequency of eating beef?
1-2 times/week Actual
number of light eaters?
15,840,000 20 of light/med/heavy
eaters? 3,168,000 Increased servings
by a focused strategy 20
of light eaters
inc. 1 serving/week Additional beef volume
_at_ each serving .20kg 3,168,000 X
(1X52) X .20 32,947,000
kg 32,947 metric tons Incremental Value
Growth (Canfax Deflated Retail
Price 2007P/kg _at_ 9.05/kg)
13
Digging Deeper into Beefs Characteristics

• Usage Attitude Study
• Understand strengths weaknesses vs. other
  proteins
• Is it different for different target populations?
  
• 1000 consumers
• 600 women 400 men
• Meat eaters

14
Research results Quantitative Study

• Taste and satisfaction indistinguishable from
  healthfulness, nutrition
• Enjoyment requires nutritional goodness - not
  purely sensual or social
• Traditional positives wont overcome negatives
• Communicate the healthfulness of beef- support
  with taste and convenience

15
Research results Qualitative Study

• Consumer Focus Groups
• Vancouver, Calgary, Montreal, Toronto
• 88 consumers in total provided feedback
• Industry Feedback
• About 30 stakeholders retailers, foodservice,
  packers participated

16
Focus Groups Tested Seven Concepts

• Most persuasive
• Lean message
• Superior nutrition message
• Nutrition, leanness insufficient alone should
  be paired
• A health reason to eat beef

17
The Marketing Gamble

• Nutrition messages are not new.
• Is there a difference this time?
• What will we do differently?

18
The New Campaign
19
Communication Objectives

• Communicate unique benefits, achieve
  differentiation
• One consistent, unified voice

20
Campaign Positioning

• To the light beef eater, Canadian beef is the
  healthful, nutritious choice because bite for
  bite, it is naturally nutrient rich and lean.

21
Launch Overview

• March - May 2009
• Multiple media vehicles
• Multiple touch points

22
Campaign Impact

• Target Audience
• Reach 93
• Frequency 28 X over 3 months

23
Media Linkage Where we can best impact behavior
TV, Radio, Magazine, Newspaper, online, Posters,
CRM, DR, Incentives
In store support, Online, Word of Mouth,
Magazine, Newspaper, DR
24
Nutrition Messages Multiple Touch Points
25
Print Ads
26
Radio
27
Beef Recipe Booklet

• Motivate light beef eater purchase
• Reach of 1.2 million
• Consumer magazine insert
• In-store
• Health professionals
• Build Make It Beef Club

28
Naturally Nutrient Rich - Health Professionals
and Clients

• Beef is a nutritious and lean choice
• Increase awareness - beef is naturally nutrient
  rich
• 8,500 dietitians

29
New Consumer Website - www.beefinfo.org
30
Trade Sell Kit

• Leverage nutrition message and Canadian Beef

31
Lessons LearnedHas to be targeted understand
the hearts andminds of the audience
32
Lessons Learned

• Key Consumer Insight
• Nutrition is inclusive of enjoyment of beef not
  separate

33
Lessons Learned

• Communication that cuts the clutter clear
  innovative

34
Lessons Learned

• Multiple touch points

35
Lessons Learned

• Take a brand approach build the nutrition
  message to sell your brand idea not a separate
  message

36
Lessons Learned

• Nutrition message is supported by taste and
  convenience not separate from

37
Lessons Learned

• Message appeals to LBE but also relevant to
  medium and heavy

38
Lessons Learned

• Long term strategy

2011
2012
2013
2014
2015
2008
2009
2010
2016
2017
LBE 69 to 65 target
Campaignlaunched
Phase II
39
Lessons Learned

• Clearly define the metrics

2011
Today
65
69

• Increase positive attitudes about healthfulness
• Increase awareness, comprehension of brand mark

40
Thank You