Alberta Beef Producers and WS take home Best of CAMA Awards

This year's innovative ‘how do you burger?' campaign took home multiple honours from the Best of CAMA Awards by the Canadian Agri-food Marketers Alliance.

Alberta Beef Producers (ABP) and WS are honoured to receive five national awards as recognition for their collaboration on the summer campaign that asked Canadian consumers “how do you burger?”

The campaign brought home the following honours from the 2022 Best of CAMA Award Ceremony:

• BEST OF SHOW — Digital

• BEST OF SHOW — Marketing

• Food Day Canada Event

• Web Advertising

• Multimedia Campaign up to $650,000

“We believe that the success of this campaign is rooted in our fundamental understanding of people,” said Susan Groeneveld, Co-Founder of WS. “With so much advertising coming at us every day, the name of the game is to build campaigns and messages that can cut through the noise and engage. We are both proud and grateful that we had the chance to do just that in our partnership with Alberta Beef.”

The campaign had Canadians decide whether they were “squishers,” “pickers,” inspectors,” or “stealers.” It collected more than 600 million views from paid digital media and picked up over 1.2 million impressions from earned media.

“We wanted to bring a feel good story to consumers this summer through our marketing efforts, and position Alberta beef, our industry, and, ground beef specifically, in an approachable and engaging way,” said Lindsay Roberts, Marketing and Communications Manager of ABP

This year's consumer campaign pulled together a traditional summer staple, the burger, with a modern and bold approach, a departure from past campaigns. After facing the challenge of front-of-package labelling, ABP chose to use the annual campaign to remind people that ground beef is a single ingredient protein that is both nutritious and delicious.