Ontario Beef Renews Bob’s Your Uncle Following Competitive Agency Review
The partnership launches the second chapter of the humorous “Ask Your Butcher” campaign, encouraging Ontarians to ask for Ontario beef.
Following a formal agency review, Ontario Beef, the consumer-facing brand of Beef Farmers of Ontario, has renewed its partnership with independent creative agency Bob’s Your Uncle. The renewed relationship begins its next chapter with a comedic campaign that encourages Ontarians to ask their butcher for Ontario beef.
The campaign builds on the successful “Ask Your Butcher” platform introduced by Bob’s Your Uncle in 2024, which challenged the idea that consumers shouldn’t bother their butcher with questions. This year’s work takes that premise even further, with customers confidently asking everything from how to do the Hokey Pokey to whether they should get bangs. By portraying butchers as trusted experts with extraordinary knowledge, the campaign reinforces one simple message: asking for Ontario beef should be the easiest question of all.
“The first campaign showed us that humour is an effective way to start conversations with consumers,” said Jennifer Kyle, Manager, Public Engagement and Digital Strategy, Beef Farmers of Ontario. “It also reinforced the unique relationship people have with their local butcher as someone they trust for advice. Building on that platform allows us to continue encouraging shoppers to connect with their local butcher and make Ontario beef part of their purchasing decisions.”
Bob’s Your Uncle was reselected following a competitive agency review after the inaugural “Ask Your Butcher” campaign drove a 350% increase in website traffic and a 58% increase in visits to Ontario Beef’s “Find a Local Butcher” tool.
“We’re honoured to continue our partnership with Ontario Beef,” said Bob Froese, Founder and Chief Creative Officer, Bob’s Your Uncle. “Being reselected following a competitive review gave us the opportunity to keep building a platform that clearly resonated with consumers. This year’s work pushes the humour even further while staying true to the simple insight behind it: asking for Ontario beef should be the easiest question of all.”
The campaign launched the week of June 22 and will run in two media flights throughout the summer and winter. The digital-first media strategy combines video and social platforms, including Meta, YouTube, Amazon Prime Video and Pinterest, with targeted digital out-of-home placements and radio to build awareness and reinforce the “Ask Your Butcher” message.
RADIO SPOTS
About Ontario Beef
Ontario Beef is the consumer-facing brand of Beef Farmers of Ontario (BFO), dedicated to connecting people with the farmers who raise Ontario beef. By sharing recipes, cooking inspiration, nutrition information and authentic farm stories, Ontario Beef helps consumers feel confident choosing and enjoying locally raised beef. Backed by BFO, the farmer-led organization representing the province’s beef farmers, Ontario Beef is part of BFO’s commitment to building a sustainable, trusted and thriving beef sector.
About Bob’s Your Uncle
Bob’s Your Uncle is a Toronto-based challenger brand agency. For twenty years, the agency has helped brands in food, beverage, QSR, and CPG claim strategic territory before someone else does — and stay dangerous as they grow. The agency’s work includes Mike’s Hard Lemonade, Popeyes Canada, and Gardein. bobsyouruncle.com
CREDITS
Spot Titles: Bangs, Hokey Pokey, Origami, Poker
Client: Beef Farmers of Ontario
Manager of Public Engagement & Digital Strategy: Jennifer Kyle
Agency: Bob’s Your Uncle
Founder & Chief Creative Officer: Bob Froese
Partner & President: Cora Brady
Creative Director: Daryl Klein
Creative Director: Brian Flay
Director of Client Services: Kira Campbell
Account Manager: Elizabeth Lindsay
Production Company: Gardener Production Group
Executive Producer: Stephen Gardener
Director: David Hicks
Director of Photography: Mack Calistan
Line Producer: Chris Morritt
Editor: Geoff Webster
Colourist: Geoff Webster
Sound Design: Geoff Webster
Media Agency: Bob’s Your Uncle
Casting: Mann Casting
Talent:
Butcher: Daniel Gardener
Customer: Alaina Attard
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