Public and Stakeholder Engagement (PSE) took home three trophies at the Canadian Agri-Marketing Awards on November 7th in Calgary. The event recognizes the very best in marketing, public and industry relations campaigns every year.
In the Social Specialty Category, PSE’s Influencer Ranching Experience took home the win. During the 2024 Calgary Stampede, the team hosted a group of 12 influencers for a full “rancher for a day experience”, including everything from outfitting them in western wear with partner Lammle’s to a screening of Guardians of the Grasslands and ranch tour at Trail’s End Beef. The resulting social media campaign generated over 1 million impressions and almost 3,500 engagements (likes, comments, etc.).
An op-ed supported by Stakeholder Engagement Specialist Lynsay Beavers and authored by rancher Bob Lowe was victorious in the Persuasive Writing Category. The article was published in Restobiz in response to an article suggesting consumers limit beef consumption for sustainability purposes. By highlighting the environmental benefits of Canadian beef to a broad audience including restaurants, food service, and chefs, the article highlights PSE’s issue management work.
Finally, Reduce, Reuse, Ruminate, the newest short documentary in PSE’s suite of films highlighting the benefits of raising Canadian Beef, received the top prize in the Specialty Video category. The documentary explores how Canadian feedlots contribute to reducing food waste while producing high quality human-edible protein. The film has over 32,000 views on PSE’s YouTube channel, Raising Canadian Beef. The award also recognizes Story Brokers Media House for production of the film.
The PSE team is proud of the value generated with producer check-off dollars to enhance public trust in how Canadian beef cattle are raised and is excited about the additional exposure that CAMA offers to the hard work of our industry.
View the full list of CAMA winners here, including Certificates of Merit granted to the Canadian Roundtable for Sustainable Beef and Alberta Beef Producers.
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