Going Digital with Beef. It’s What’s for Dinner
The shift to the approved FY14 digital consumer-advertising “Beef. It’s What’s for Dinner” campaign is underway. The goal is to steer the important and growing millennial generation toward beef. The journey to this digital campaign begins with a data-centered approach focused on micro- or geo-targeting. What does this mean for beef producers? It means the checkoff can deliver, for example, a relevant beef solution to millennial moms in a particular geographic region who are actively looking for quick and simple weeknight meals. Promotions will take on a variety of digital advertising forms, including: search engine optimization, Facebook advertising, display advertising and other emerging online tools. Promotion of the “Beef. It’s What’s For Dinner.” Facebook page, which currently boasts more than 800,000 fans, will be a key tool in engaging millennials with beef throughout the year…. Stay tuned.
Tailgating with Beef
A total of 172 grocery and supermarkets participated in the checkoff’s 2013 Northeast fall tailgating promotion, which encouraged consumers to make beef the most valuable protein for their indoor and outdoor fall sports gatherings. The promotion used point-of-sale materials including beef recipe booklets and on-pack labels, and a microsite at www.TailgateWithBeef.com, to engage with tailgate fans. Visitation to the site – which directed consumers to extensive information about beef, more checkoff-tested recipes, and a sweepstakes entry – increased 51 percent compared to the 2012 traffic, and sweepstakes entries jumped 70 percent!
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Promotion - Archive
- 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)
- Staying Home and Grilling Out (July)
- Motivating Summer Beef Sales (May)
- Checkoff Launches New Consumer Advertising Campaign (April)
- Simplifying Beef-Cut Names (April)
- Spotlighting Beef via “Campaign of the Decade” (April)
- Stimulating Sales at Retail (March)
- Providing Effective Pricing Tools (March)
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.