Promotion enables the Beef Checkoff to connect with consumers in meaningful ways so they can feel confident purchasing beef, veal and beef products. Efforts convey beef’s incredible taste and nutritional benefits while saluting the hard-working men and women who raise and provide beef for the world.
BEEFSHI BITES THE BIG APPLE
The Beef Checkoff introduced Beefshi to chefs and decision makers by engaging with key NYC restaurant industry leaders. A partnership with Chef David Bouhadana resulted in Beefshi appearing on his Moonrise Izakaya menu. In July, NYC residents could have home delivery of Beefshi via DoorDash, Uber Eats, Grub Hub, Seamless and other delivery services.
At Moonrise Izakaya, orders rolled in for 53 Sarge’s Kabuki Rolls and 204 Pastrami Bao, while a robust Beefshi social media campaign reached more than 76,000 chefs and restaurant decision makers and 260,000 consumers.
DELI & NUTRITION
In March, National Deli Meat Month converged with National Nutrition Month. Teaming up with the National Pork Board and International Dairy Deli Bakery Association, NAMI provided tools to consumers, retailers, health professionals and manufacturers to encourage them to enjoy their favorite deli meat and remember the nutritional benefits of popular cuts.
The month-long programming efforts reached more than 341,294,441 individuals.
BEEF IN THE LIMELIGHT
NAMI worked with media personality Jimmy Fallon to beef up his monologue with reminders about prepared beef.
Fallon’s segment reached more than 1.3 million viewers.
TAKING VEAL TO THE NEXT LEVEL
The Checkoff continued its campaign to educate consumers about veal as another protein of choice, as it simultaneously challenged foodservice to start thinking about veal in some new ways.
Utilizing e-commerce platforms to educate about veal as a delicious protein option, remind consumers about humane practices and showcase veal recipes through a partnership with Chicory, the Beef Checkoff reached consumers with a variety of content across multiple channels.
This campaign succeeded on two levels: through partnerships with state beef councils and processors, and with a brand-enhancement product, Victoria’s Pasta Sauce, which extended the promotion length and engagement opportunities.
Although distributors traditionally sell veal to high-end and Italian restaurants, the Checkoff reinvented veal as small-plate appetizers and on limited-time menus and set its sights on non-traditional venues. First, NAMI educated the sales team about veal and how to position it outside a traditional setting. Then, the sales force sold the concept through new merchandising efforts that included the creation of small plate “sample” recipes to help create the visual change.
This year’s incentive was successful as the sales force brought on new non-traditional buyers of veal with month-to-month success.
FURTHER EVOLUTION OF BEEF. IT’S WHAT’S FOR DINNER.
Beef. It’s What’s For Dinner. unveiled the next iteration of its successful consumer-directed advertising with the launch of four new campaigns, utilizing a robust array of proven, efficient advertising platforms such as Google Search, YouTube, Spotify, Sirius XM, Facebook/Instagram, Nativo and Connected TV. Through additional advertising media buys, more than 30 state beef councils also contributed funds to further extend the campaigns in their states and other regions.
This effort allowed the Checkoff to drive more than 127 million video ad views, 46 million audio/radio ad listens, 10.1 million Beef. It’s What’s For Dinner. website visits and more.
BEEF IN THE EARLY YEARS
Unlike other Beef. It’s What’s For Dinner. campaigns, the “Early Years” campaign messaging focused on educating a niche audience: expectant parents and new parents of infants and toddlers and the folks to whom they look for advice. Two advertising platforms, WebMD.com and Nativo native advertising, were highly effective at delivering this new messaging to a highly targeted audience. WebMD was able to reach our campaign’s target audience while they were looking for relevant parenting information on a trusted site. Similarly, Nativo native advertising provided a way for “Early Years” ads and articles to fit in within well-known sites, increasing perceived trustworthiness of the messaging.
The “Early Years” campaign generated more than 15 million video views, and nearly 40,000 users clicked on the articles in WebMD and Nativo.
American Farm Bureau Foundation for Agriculture
Cattlemen's Beef Board
Foundation for Meat and Poultry Research and Education
Kansas State University
Meat Import Council of America
North American Meat Institute
National Cattlemen’s Beef Association
Northeast Beef Promotion Initiative
National Institute for Animal Agriculture
United States Cattlemen’s Association
United States Meat Export Federation
New York Beef Council
Figures presented within this report are based on data compiled by individual contractors. Unless indicated otherwise, results are based on October 1, 2020 to September 30, 2021 data.