Ask Your Butcher

Can Your Butcher Help With That?

Customers will ask their butcher almost anything. Bob's Your Uncle's latest campaign for Ontario Beef reminds them to ask for Ontario beef.

Should you get bangs? How do you do the Hokey Pokey? What's the best pet for someone with allergies? According to Bob's Your Uncle's latest campaign for Ontario Beef, your local butcher has the answers.

Building on the successful "Ask Your Butcher" platform introduced in 2024, the new campaign sees 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 and unexpected talents, the work 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."

"The campaign is rooted in a simple human truth: people often feel more comfortable asking for advice than asking for what they really want," said Bob Froese, Founder and Chief Creative Officer, Bob's Your Uncle. "By taking those questions to humorous extremes, we reinforce just how easy it should be to ask for Ontario beef."

Following the success of the inaugural campaign, which drove a 350% increase in website traffic and a 58% increase in visits to Ontario Beef's "Find a Local Butcher" tool, Bob's Your Uncle was reselected following a competitive agency review.

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.