Promotion

Sharing Meal Inspiration

As part of its “Families in Motion” campaign, the beef checkoff partnered with Tastemade, a network of influential home chefs, cookbook authors and food/fitness bloggers, to highlight the positive benefits of beef’s nutrient bundle in everyday, family-friendly meals. Leveraging influential third parties helps position beef as a solution through sources that millennials see as credible experts on health and wellness. Three tastemakers were selected based on their editorial focus; each one produced custom content that demonstrates that beef can be nutritious and delicious, sharing a variety of unique recipes. The resulting Nutrients that Nourish videos are on YouTube, as well as the Beef. It’s What’s for Dinner website, and are further promoted through each Tastemaker’s respective YouTube channels.

Debuting Online Commercials

The checkoff recently debuted new online video commercials, which quickly registered significant consumer viewership. The two Families in Motion spots – “Beef at the Center” and “Beef on the Brain” – showcase beef in its absolute best light. With about 90,000 video views in its first week, Beef at the Center recognizes that while families are always on the go and evolve and change over time, BEEF always remains a family favorite at the kitchen table. Meantime, Beef on the Brain” – with more than 865,000 consumer views out of the gate! – brings Aaron Copland’s Rodeo to see what happens when one young boy spends his day knowing that beef is, indeed, what’s for dinner when he gets home. The new spots are anchored by a new “Families in Motion” landing page and supported by a wide variety of digital advertising support, including ads on Facebook, Twitter, Pinterest, YouTube, Google Search, websites and more.

 

For additional information, check out these sites:

Consumers can go to www.BeefItsWhatsforDinner.com 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 www.beefcookoff.org  for contest information and a showcase of winning recipes.
Bilingual consumers can turn to www.lacarnederes.com, 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 www.beeffoodservice.org  for with information about beef safety, cuts, facts and trends, as well as recipes and training materials.
Beef retailers can turn to www.beefretail.org 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 www.beefinnovationsgroup.com 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 www.nationalbeefambassador.org  for rules and requirements of the contest, and for press releases and photos showcasing ambassador activities.
Veal information is available at www.vealmadeeasy.com or www.vealfoodservice.com for information about veal, veal recipes, advice for cutting and preparing veal, and biographies and featured recipes from top chefs. 

 


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