Marketing Campaigns

Marketing Beef products to consumers is one of the essential elements in Alberta Beef Producers’ mission statement. Through the years, ABP has led a number of marketing campaigns that have been highly successful, and along the way have been internationally recognized through a number of awards. From our very first campaign, “If it ain’t Alberta, it ain’t Beef,” to the RancHERs - ABP has been at the forefront of the public’s eye through unique and effective marketing.

Current

Currently, ABP has recently launched a new marketing campaign with more to come in 2009. Check out our campaign website at www.raisedright.ca.

rr2 16 trucks will leave Monday from Calgary, Edmonton, Lethbridge, Red Deer, Medicine Hat and Fort McMurray. For 12 weeks, they will showcase the 2010 Raised Right campaign on their trailers up and down Alberta’s major traffic corridors. These visuals will be supported by grocery cart ads in 133 grocery stores across Alberta. These two tactics were, in part, made possible by generous funding from the Alberta Livestock and Meat Agency.

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Past

2001-2007 RancHers-“If it ain’t Alberta, it ain’t Beef.”

In 2001 ABP re-launched the extremely popular “If it ain’t Alberta, it ain’t Beef,” campaign as the second chapter of one of the most successful marketing campaigns ever. In a progression from the three original male Ranchers figures, the RancHERs, three women, were created as ambassadors of the Alberta Beef industry that all people could relate to. The awards won are a testament to the success of the campaign and the RancHERs success as patrons of our industry.

Awards

  • International Association of Business Communicators- Gold Quill in Media Relations
  • Canadian Marketing Association- RSVP Gold for Public Relations
  • Canadian Public Relations Society- Excellence in Marketing Communications

Photo of the RancHERs

The Alberta Beef RancHERs stand in front of Mount Head, in the rangeland west of Longview, Alberta at the property of Joe and Margaret Bews, two long time ranchers in the area

RancHERs Biographies:

  • Erin Butters, a mother of two, is a fifth generation rancher who represents the future of ranching in Alberta. She works with her husband and father on their family’s ranch. She is nearing the completion of her master’s degree in counseling psychology. Erin is a prime example of the generations’ long ranching tradition Alberta Beef Producers is known for.

  • Patti Scott, a fourth generation rancher and a married mother of two, owns and operates a cow-calf ranch entirely on her own. Forging ahead in a male dominated industry, Patti has earned her reputation as a leading producer of Red Angus cattle.

  • Lenore McLean, a wife, mother and grandmother with over 60 years on the ranch, was honoured by Canada’s Governor General in 1993 for contributions to Canada and the community. She operates a thriving guest ranch in addition to her daily ranch duties. Lenore’s family has been ranching in Alberta for five generations.

1988-2001
“If it ain’t Alberta, it ain’t Beef.”

Implemented as the first-ever campaign to brand Alberta Beef on the world stage, “If it ain’t Alberta, it ain’t Beef,” utilized the 1988 XV Olympic Winter Games held in Calgary as the perfect platform to launch. Utilizing the imagery of three cowboys on a ranch, the public was given a face to associate with the Alberta Beef industry. The open landscapes and ranches showed the clean and healthy environment that the cattle are grown in which further solidified Alberta Beef as the best in the world and ABP as caring stewards of the land.

Photo of Cowboys