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:
Promotion - Archive
- Sharing Beef’s Power of 10 (June)
- Serving Up ‘No-Recipe Recipe’ Videos (June)
- Increasing Social Impact (April)
- Heating Up Summer Grilling Promotions (April)
- Googling Beef for Millennials (April)
- Enhancing Beef Desire via Mouthwatering Photos (April)
- Making the Shift to Digital (February)
- Storytelling on Facebook (February)
- Going Digital with Beef. It’s What’s for Dinner (November)
- Tailgating with Beef (November)
- Expanding Beef’s Presence on Restaurant Menus (October)
- Cutting-Edge Pricing Tool for Retailers (October)
- Fueling Runners to the Finish (September)
- Expanding Convenient Beef Options (September)
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.