Who: The Keg and Rethink.

What: A line of greeting cards celebrating National Prime Rib Day.

When & Where: The cards are being sold at the Blue Banana Market in Toronto’s Kensington Market, coinciding with the April 27 occasion. The Keg is also giving away a limited number of cards to Prime Rib fans on social media.

Why: Well, it’s a sales occasion, and the Recipe Unlimited (formerly Cara Operations) restaurant brand says that nobody knows Prime Rib like it does.

How: The cards feature images of The Keg’s steaks, accompanied by messages such as “Let’s Celebrate This Rare Occasion” and “Nothing Says National Prime Rib Day Like Prime Rib.” The inside message reads: “April 27th marks National Prime Rib Day. Let’s celebrate it together.”

Wait, there’s a National Prime Rib Day?: Yep, there really is a day for everything (there are more than 1,500 according to the National Day Calendar). Prime Rib Day’s origins are unclear, but it is forced to share the spotlight with National Babe Ruth Day and National Pool Opening Day.

Rethink(ing) The Keg: The Keg announced Rethink as its new creative and strategic partner earlier this year. The account was previously with KBS Canada (now Forsman & Bodenfors Canada), which worked on the business for two decades.