Canada Beef updates its branding

Country music superstar Paul Brandt was on-hand to help celebrate Canadian Beef, shown here with Canada Beef president, Rob Meijer.

Canada Beef, the organization responsible for positioning, marketing and creating demand for Canadian beef, has unveiled an updated look, tagline and video for promoting the home-grown meat. The new tagline “We put the best of Canada into our beef” links Canada’s land, hardworking people, sustainable practices and good ethics to the food itself, according to a Canada Beef media release.

“Canadian beef is not only a product; it is at the heart of the Canadian way of life and a way of living,” says Rob Meijer, president of Canada Beef. “Canada is what makes Canadian beef the remarkable product that it is, from the dedicated cattle farmers and ranchers to the land on which it is raised, Canadian beef is excellence without compromise.”

The new Canadian Beef brand mark marries the iconic maple leaf and swoosh wave image (which has been the consumer logo for years) with the addition of the symbol of cattle. This change was made based on research that showed the black outline of a cow helps customers around the world easily identify the Canadian beef product.

The updated Canadian beef brand persona was launched at an event at the Canadian Beef Centre of Excellence (CBCE) in Calgary, which was themed around “the Family Dinner” featuring Canadian beef. Guests at the April 6 event were treated to a  surprise performance by Canadian country music superstar, Paul Brandt. Brandt appears in the Canadian beef brand video that was debuted at the event (click here to see video).