BIC partners with three leading restaurants
January, 2010
The Beef Information Centre (BIC) is partnering with three of Canada's leading restaurant chains to promote Canadian beef, including a national promotion with Quiznos.
Quiznos is featuring a new sandwich, the Triple Cheese and Roast Beef sub made with 100 per cent Canadian beef. Quiznos' has 456 locations across Canada. According to John Gillespie, BIC's chairman and a feedlot operator at Ayr, Ont., BIC worked with Quiznos to ensure 100 per cent Canadian beef was used in the roast beef sandwich.
The Canadian beef brand mark is prominently featured on all promotional point-of-sale materials in restaurants and in the three week national television advertising campaign, further enhancing the reach of the Canadian beef brand mark to consumers. For this promotion, BIC is leveraging producer dollars at ratio of 1:40.
BIC is also working in partnership with Jack Astor's Bar and Grill to launch their new holiday feature, an eight ounce Canada AAA Top Sirloin steak. With 29 locations across Canada Jack Astor's estimates they will sell 24,000 steaks during the promotion. The Canadian beef brand mark is prominently featured on all promotional point-of-sale materials.
According to Gillespie, Jack Astor's pays a great deal of attention to promotion. "Partnering with leaders who do such a great job showcases Canadian beef at its best, creating demand for this product," notes Gillespie.
Finally, BIC partnered with White Spot Restaurant's Triple O's 31 high-volume locations in B.C. and Alberta, to feature the Giant Cheese Bacon Burger made with 100 per cent Canadian beef. |
|
|  |
Industry Question
Are you optimistic about the outlook for our cattle industry in the coming year?
Further comments you may have can be forwarded using our our web page survey. We would like to hear from you.
Results
|
| |
|
