CLIENT: Atlantic Beef Products Inc., Prince Edward Island Beef and the Food Island Partnership
Prince Edward Island beef is flavourful, tender and juicy, raised without growth hormones on an island known for distinctive taste imparted by some of the best grass and potato feed in the world.
CHALLENGE: To expand the reach for Prince Edward Island beef and Canada’s Food Island, in conjunction with Canada’s Food Island Partnership, Atlantic Beef Products, and the Prince Edward Island Cattle Producers by developing and bringing to life branding and communication standards for the beef industry.
SOLUTION: We developed an umbrella positioning of Prince Edward Island Beef with three distinct categories of beef. We positioned it, branded it and brought it to life through strong and authentic branding, and marketing collateral using key messaging and quality and authentic content. We focused our attention on:
- CONSUMERS: making people aware of Island beef and instilling a sense of pride in the product,
- CHEFS: making chefs aware of Island beef’s premium beef experience, marbling and consistency, and
- PRODUCERS: making producers aware of the benefits of participating in the Prince Edward Island Beef brands.