Marketing Beef products to consumers is one of the essential elements in Alberta Beef Producersí mission statement. Through the years, ABP has led a number of marketing campaigns that have been highly successful, and along the way have been internationally recognized through a number of awards. From our very first campaign, ďIf it ainít Alberta, it ainít Beef,Ē to the RancHERs - ABP has been at the forefront of the publicís eye through unique and effective marketing.
Have a look at the Raised Right website at www.raisedright.ca.
2001-2007 RancHers-ďIf it ainít Alberta, it ainít Beef.Ē
In 2001 ABP re-launched the extremely popular ďIf it ainít Alberta, it ainít Beef,Ē campaign as the second chapter of one of the most successful marketing campaigns ever. In a progression from the three original male Ranchers figures, the RancHERs, three women, were created as ambassadors of the Alberta Beef industry that all people could relate to. The awards won are a testament to the success of the campaign and the RancHERs success as patrons of our industry.
- International Association of Business Communicators- Gold Quill in Media Relations
- Canadian Marketing Association- RSVP Gold for Public Relations
- Canadian Public Relations Society- Excellence in Marketing Communications
The Alberta Beef RancHERs stand in front of Mount Head, in the rangeland west of Longview, Alberta at the property of Joe and Margaret Bews, two long time ranchers in the area
Erin Butters, a mother of two, is a fifth generation rancher who represents the future of ranching in Alberta. She works with her husband and father on their familyís ranch. She is nearing the completion of her masterís degree in counseling psychology. Erin is a prime example of the generationsí long ranching tradition Alberta Beef Producers is known for.
Patti Scott, a fourth generation rancher and a married mother of two, owns and operates a cow-calf ranch entirely on her own. Forging ahead in a male dominated industry, Patti has earned her reputation as a leading producer of Red Angus cattle.
Lenore McLean, a wife, mother and grandmother with over 60 years on the ranch, was honoured by Canadaís Governor General in 1993 for contributions to Canada and the community. She operates a thriving guest ranch in addition to her daily ranch duties. Lenoreís family has been ranching in Alberta for five generations.
ďIf it ainít Alberta, it ainít Beef.Ē
Implemented as the first-ever campaign to brand Alberta Beef on the world stage, ďIf it ainít Alberta, it ainít Beef,Ē utilized the 1988 XV Olympic Winter Games held in Calgary as the perfect platform to launch. Utilizing the imagery of three cowboys on a ranch, the public was given a face to associate with the Alberta Beef industry. The open landscapes and ranches showed the clean and healthy environment that the cattle are grown in which further solidified Alberta Beef as the best in the world and ABP as caring stewards of the land.