Creative Direction, Design and Copy

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Project completed while working at BTI Brand Innovations.

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This campaign to promote Canada Beef's thinkbeef.ca came to life in response to the rise of simulated beef alternatives, and reminded customers of the advantages and enjoyment that they get from real beef. 

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Marketing assets included digital and print ads, a dedicated web page, a cooking video series, recipe book, retailer POP kit and customer swag. ​​​