Launching Beef Safety Landing Page

The checkoff’s “Beef. It’s What’s For Dinner” brand recently launched an all new landing page on and a Google search campaign focused on beef safety. This campaign aims to capture consumers who are seeking more information on how to properly store, handle and prepare beef, and how to determine the optimal cooking temperature to ensure safe and delicious beef meals. Google search advertising and social media promotion, including Facebook and Twitter advertising, drives consumers to the landing page.

Engaging Through Pinterest

With a growing presence on Pinterest, the checkoff is able to reach, inspire and educate millennial consumers in new and exciting ways. Pinterest is a digital “pin board,” commonly used by millennials use to search and save their favorite photos, including beef recipes. Through promoting “pins” featuring beef-checkoff recipes, this platform offers a new and effective way to reach the checkoff’s target audience of consumers. So far, the checkoff’s promoted pins have outperformed Pinterest benchmarks for re-pin rates and generated more than 800,000 impressions from checkoff-promoted pins. That’s in addition to organic (non-promoted) re-pins by the page’s more than 2,300 followers, which generated more than 100,000 more impressions.

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. 


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