November 14, 2022

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 Awards by the Canadian Agri-food Marketers Alliance.

Calgary, Alberta – November 4, 2022 – 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?”

Various campaign images from 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, both the individual and the crowds we live in,” 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.

About ABP

Alberta Beef Producers represents the collective interests of nearly 18,000 beef producers in the province. Run by producers, for producers, ABP is dedicated to maintaining a truly sustainable, competitive industry for the benefit of Albertans.

About WS: Work That Works

WS is a collection of marketing professionals bringing a variety of disciplines together to simplify the complexities of marketing and give clients a competitive marketing advantage.

We believe a smarter approach begins and ends with measurable results that can only be achieved by knowing the audience better than anyone else. We apply insights, experience and ideas to help people create more meaningful connections with brands. And that’s what propels our clients further, faster.

Learn more about the campaign here.  

Media Contact:

Debra Murphy
Alberta Beef Producers

Dan Schultz