Bob's Your Uncle

Bob’s Your Uncle Wins Gold at the Global Influencer Marketing Awards

The Ontario Beef Burger Battle began as a province-wide road trip. Then COVID grounded the entire activation.
With the entire offline plan wiped out, Bob’s Your Uncle pivoted overnight — transforming the campaign into a multi-tiered influencer challenge that ended up winning Gold for Best Use of a Small Budget at the Global Influencer Marketing Awards.

Coverage

Influencer Marketing Awards — “Best Use of a Small Budget (Gold Winner)”

URL: https://influencermarketingawards.com/2021-winners/#best-use-small-budget

“Bob’s Your Uncle were able to successfully create a social-media-fuelled burger recipe challenge.”

“Video content from influencers was the centerpiece… delivering awareness and engagement.”

“One of our judges said reading this entry made them order a burger!”

Why This Matters

A grounded road trip became an award-winning digital activation — proving again that creativity outperforms circumstance.

1. A perfect example of BYU’s agility

When the real world shut down, the idea didn’t.
The team flipped the concept into:

A multi-tier influencer engine
A recipe challenge with mass participation
Entirely digital storytelling

2. High impact on a small budget

The awards committee highlighted efficiency, engagement, and creative effectiveness — a hallmark of Bob’s Your Uncle’s challenger-brand philosophy.

3. Powerful category storytelling

Ontario Beef’s message — local, fresh, high-quality — translated seamlessly into influencer-led recipe videos during peak home-cooking culture.

4. Global recognition

The win placed Bob’s Your Uncle alongside the best influencer work in the world, not just in Canada.