We found that everyone has a burger-eating style, whether they know it or not, and sometimes this can spark great conversations! We took a bold approach on supporting local agriculture and connecting with new audiences with a summer-friendly contest that asked consumers to tell us how they burger for a chance to win the ultimate summer BBQ prize pack. This campaign included many budget-friendly tactics including digital ads, landing page, social media posts, influencers, a Calgary Stampede activation, radio spot, TikTok dance, gamified ads and a collaboration with the Daily Hive.