Responding to Millennials’ Video Habits

Research indicates that 68 percent of millennial moms will purchase food products that they see featured in YouTube videos. With that in mind, the checkoff is distributing “no-recipe recipe” videos – on the “Beef. It’s What’s For Dinner.” YouTube page – to provide ideas and creativity for preparing beef. The videos offer simple but delicious ways to fit beef into any meal occasion. The first two months of the digital campaign netted more than 1.5 million views of the videos, which show beef in contemporary and inspiring ways. View them on the “Beef. It What’s for Dinner.” website and checkoff social-media platforms.

Drawing Families to Beef

The beef checkoff’s Twitter and Facebook pages are going beyond just sharing beef recipes, tips, techniques and meal inspiration. They are sharing visuals that play to consumers’ passion for beef and reinforce how beef is a part of their everyday life. The goal is to get entire families involved in meal preparation, including ideas to keep the kids entertained with the process. For example, May was #momwins month, and June was #dadwins month. One of the most popular posts among the nearly 856,000 Facebook Fans and their networks was the #Dadwins Pre-Meal Fun post, where fans shared what they do to keep kids entertained or to encourage kids to help during meal prep. Visit the @Beef Twitter page and Facebook page this month to see this month’s posts!

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

According to the Beef Act, promotion means any action aimed at advancing the image and desirability of beef and beef products with the express intent of improving the competitive position and stimulating sales of beef and beef products in the marketplace. Among checkoff programs in promotion are paid consumer advertising; retail and foodservice marketing; food-media communications; veal marketing; new-product development; beef recipe development; and other culinary initiatives.

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