Hitting Home with Consumers

Millennials love videos. In fact, research finds that 68 percent of millennial moms will purchase food products featured in the videos they watch on YouTube. With that in mind, the checkoff has added new recipe videos on the “Beef. It’s What’s For Dinner.” YouTube page, as part of its digital advertising campaign. The three new videos - Pizza with a Purpose, Bowls with Balance and 3 Takes on Slow Cooked Beef highlight simple dishes with colorful, fresh veggies – and mouthwatering beef in the starring role. These videos appeal to consumers who are actively seeking meal preparation ideas that are easy and quick, feature ethnic flavor profiles, are kid-friendly and use popular cooking techniques, such as slow cookers. Collectively, the “no-recipe recipes” have been viewed more than 10 million times to date. In addition to the website, the videos are being shared and promoted on Facebook, Twitter, Pinterest and YouTube pages.

Promoting Summer Grilling with BEEF

The checkoff launched its second all-digital summer grilling campaign June 1, spotlighting beef advocates (and their families) who are living a flavorful life with beef. The role of the beef advocates in this campaign is to provide authentic, engaging beef content for consumers, serving as real-life examples of the positive and lasting effects that a variety of meal options can have on families. The first spotlight featured Toby Amidor – Registered Dietitian, mom, cookbook author and foodie. Since its launch, there have been more than 10,300 visits to the “Beef. It’s What’s For Dinner.” Influencer Spotlight landing page with 12,000 page views in the first three weeks. The checkoff will continue to promote the spotlight landing pages through paid search, banner ads and social media for the remainder of the summer and beyond.

For additional information, check out these sites:

Consumers can go to for beef tips, facts, nutrition information, recipes, contests, cookbook ordering information and the “Beef So Simple” newsletter.
Amateur cooks looking for the opportunity to test their beef recipes and try for big prizes at the National Beef Cook-Off can turn to  for contest information and a showcase of winning recipes.
Bilingual consumers can turn to, a consumer site in Spanish and English, for quick-and-easy beef recipes, nutrition information, and beef shopping, storage and cooking guides.
Foodservice professionals, including those in school foodservice, can go to  for with information about beef safety, cuts, facts and trends, as well as recipes and training materials.
Beef retailers can turn to for beef cut and product information, marketing research, and tips, instruction and tools for merchandising beef.
Professionals in foodservice, retail and manufacturing industries can go to to find beef product ideas and tools to make new products successful in the market.
Students competing in the National Beef Ambassador contest can click on  for rules and requirements of the contest, and for press releases and photos showcasing ambassador activities.
Veal information is available at or for information about veal, veal recipes, advice for cutting and preparing veal, and biographies and featured recipes from top chefs. 


Promotion - Archive