The television ads were filmed earlier this summer prior to a Saskatchewan Roughrider game at Mosaic Stadium.
Fans were asked about the restaurant chain’s “Beyond Meat” burger. which is made from plant-based protein. A & W has produced similar ”streeter” interviews in other parts of the country, but this one struck a nerve with many cattle producers, who are also Rider fans.
Adrienne Ivey from Ituna wrote a piece on her blog entitled “Dear Sask Roughriders, don’t you want me as a fan anymore??”
Ivey supports having a wide variety of food choices, including plant based burgers. Her main issue is with “Beyond Meat” and it’s negative portrayal of the beef industry.
“If you look at their website, they spread a lot of untruths about the effects beef production has on the environment,” said Ivey.
The Riders were unaware of the issue and responded to an invitation to meet with beef representatives in Regina.
“We had a really open and frank conversation,” said Chad McPherson, general manager of the Saskatchewan Stock Growers Association. “We were pleased that the Riders were so willing and open to talk to us and it was good for them to put out their side of the story and set the record straight.”
The Stock Growers posted the CFL team’s response on their website. It stated that as a corporate sponsor, A & W was allowed to film the commercial at Mosaic Stadium. However, the CFL team says it had no role in producing the ad or determining the content.
A & W says the Mosaic Stadium ad is slated to finish its commercial run at the end of the week. The company’s next campaign will feature a new menu option—a 100 percent Prairie raised bison burger.
Ivey thanked beef producers and other supporters in a Facebook posting on Thursday afternoon.
There is something I need to talk about. It is so, so, so important to me.
This week has been a whirl wind. The overwhelming success of my Roughrider/A&W post. The amazing response from the Riders themselves. The support of mainstream media in getting the message out there.
I have gotten so many messages from you all. Wonderful messages. Congratulations. Thank you’s. Messages saying I am a great advocate or spokesperson.
But there is something that I really need each of you to know. Really, truly know.
I’t’s not me. It’s you.
Sure, I can string a few words together, but all alone, those words do very little. Just one little blog or social media post in a sea of others.
It’s YOU that make the difference. It’s YOU who took the time to read my words. YOU who shared them with your friends and with the world. It’s when YOU join our voices together – and show the world a unified message, a common cause – that s when the magic happens.
The Saskatchewan Roughriders responded to YOU this week. And I can never thank you enough.
Because together, we will conquer the world. 
