We were going to start this article with a joke about meat retailers, but were worried we’d butcher it.

So instead we’ll just say that no one in the beef industry needs reminding how smart the average butcher is, and the amazing job they do in making meal times a breeze for modern consumers leading busy lives.

On that note we thought our readers might appreciate seeing a new comedic advertising campaign just launched in Canada which aims to make sure customers know that too.

The campaign featuring three 15-second videos was commissioned by Beef Farmers of Ontario to address a significant gap in consumer behaviour: nearly two third of consumers do not ask their butcher beef-related questions.

The Ontario beef farmers were concerned consumers may also be missing out on choosing high quality local Ontario beef.

Toronto creative agency Bob’s Your Uncle was called in to develop a campaign to encourage consumers to interact more with their butchers and specifically request Ontario beef.

The result was the “Ask Your Butcher” campaign, which aims to empower consumers to feel comfortable and confident asking their butchers for Ontario beef, using humour to make the interaction more relatable and engaging.

The videos were developed to highlight to customers that their butchers are knowledgeable and approachable experts who can answer any question – be it about beef or even more challenging topics such as “do penguins have knees”?

The campaign was designed to be shared across social media and paid advertising spots at key moments including the start of Canada’s BBQ season.

So do penguins have knees?

You’ll find out in the video above, along with some other nuggets of meat retailer wisdom in the videos below.