Do Penguins Have Knees? Ontario Beef says you can ask your butcher pretty much anything.

Ontario Beef, the public-facing identity of Beef Farmers of Ontario (BFO), is launching a campaign to empower consumers to ask their butcher for Ontario beef.

Research conducted by the BFO revealed that nearly two-thirds of consumers don’t ask their butcher questions about beef, with the most common reason being that they simply never thought to. “Our campaign aims to empower consumers to be more engaged and informed about their beef choices, specifically encouraging them to ask for Ontario beef,” said Jennifer Kyle, manager of public engagement and digital strategy with BFO.

The new comedic campaign, created by Toronto-based agency Bob’s Your Uncle, aims to educate and motivate consumers to interact with their butchers and, of course, to purchase high-quality beef from Ontario. The campaign includes three 15-second spots: “Penguin”, “Hiccups”, and “Which One?”

“People have an innate desire to not waste others’ time, which goes beyond mere politeness. It reflects deep-rooted values of respect and self-sufficiency,” said Bob Froese, Founder & Chief Creative Officer of Bob’s Your Uncle. “This insight was the foundation for the ‘ask your butcher anything’ concept, no matter how ridiculous”.

The campaign, running throughout the summer BBQ season and again during the holiday season, is anchored by the three 15-second OLVs. The media buy includes 6-second cutdowns across OLV platforms including YouTube, Meta, and Pinterest. The campaign is also being extended on social media with interviews featuring real butchers answering customer questions in their shops. Additional social content, featuring butchers, also featuring butchers, is planned for the fall.

Credits:

Campaign Title: Ask Your Butcher Anything 

Spot Titles: Penguin, Hiccups, Which One

Client: Ontario Beef

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 Strategy: Kathryn Easter

Director of Client Services: Kira Campbell

Account Manager: Elizabeth Lindsay

Production Company: Gardener Productions Group

Producer: Stephen Gardener 

Producer: Chris Morrit

Director: David Hicks

Director of Photography: Mack Calistan 

Editor/Digital Imaging Technician: Geoff Webster, Chris Morrit

Media Agency: Involved 

VP, Growth & Partnerships: Stephanie Kinkead

Media Director: Sanjula Bhaumik

Director, Digital Activation: Laura Parkes

Media Planner/Buyer: Kooshan Khashe 

Assistant Media Planner: Anushree Garg

Casting: Mann Casting

Casting Directors: Steven Mann, Andy Reid