Ontario Beef “Ask Your Butcher Anything”
by Bob Froese • Founder & CCO
December 6, 2025
Ontario Beef “Ask Your Butcher Anything”
What happens when a butcher becomes your life coach, trivia expert and therapist — all before he sells you a steak?
Ontario Beef’s new campaign, created by Bob’s Your Uncle, turns a simple behaviour gap into a comedic platform: people don’t ask butchers things — but they absolutely should. And the best way to break the ice? Ask them absolutely anything.
Coverage
Ad Age — “Creative ads you need to know today”
“Bob’s Your Uncle created a series of humorous spots for Ontario Beef in which a customer treats his butcher like a one-stop shop for life advice — from penguin anatomy to hiccup cures.”
“The work positions butchers as approachable experts while nudging consumers to ask for Ontario beef.”
**Ads of the World — Campaign Feature
URL: https://www.adsoftheworld.com/campaigns/ask-your-butcher-anything
“A charming, comedic campaign where the butcher listens patiently as a customer asks increasingly random questions.”
“The payoff: if you can ask your butcher anything, you can ask them for Ontario beef.”
Campaign — “Ontario Beef encourages shoppers to ask their butcher — anything”
URL: https://www.campaigncanada.ca/article/ontario-beef-encourages-shoppers-to-ask-their-butcher-anything/4vuhyth5z5w1eqz13fcd2bt9c
“Research showed that more than half of shoppers never speak to their butcher. Bob’s Your Uncle turned this insight into a humorous push to get consumers comfortable initiating the conversation.”
“Each spot ends with the message: ‘Ask for Ontario Beef.’”
Why This Matters
This campaign demonstrates how Bob’s Your Uncle turns behavioural truth into brand distinctiveness:
- The butcher is the original trusted expert.
- People feel awkward asking for guidance.
- Humour makes expertise feel accessible.
By reframing the entire butcher–customer dynamic, Ontario Beef gets something precious in today’s category: a memorable brand position grounded in real human behaviour.
Case & Videos
https://www.bobsyouruncle.com/work/beef-farmers-butcher