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MyBeefCheckoffNews
Your weekly report of checkoff activities and outcomes.

Sept. 22, 2017

PROMOTION

Veal Made Easy

Total Burger Eclipse

Taking Nutrition Science To Consumers

Countdown to New Website Launch

PROMOTION, as defined in the Beef Promotion & Research Act, means any action, including paid advertising, to advance 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.
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Veal Made Easy

The Veal Summer Grilling promotion jointly funded by the beef checkoff and Mushroom Council ended on September 5 with over 200,000 entries, more than 250,000 visits and more than 550,000 page views to the Veal Made Easy website. Mary M. from Charlotte, North Carolina, was selected as the Grand Prize Winner.  

The Veal Promotional activities are funded through NAMI AR #1702-P, Tactic 3A, integrated consumer and channel marketing. 
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Total Burger Eclipse

The solar eclipse was one of the most talked about events of the year, with 10.9 million mentions on Twitter. By using the monitoring tools in the checkoff-funded Digital Command Center, we were able to quickly capitalize on social chatter to build awareness for “Beef. It’s What’s For Dinner.” A Burger Eclipse video was created and shared on Facebook and Twitter and reached more than 829,000 consumers and garnered over 2.3 million impressions. Alongside the video, consumers were inspired by some Tasty Burger recipes. 
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Taking Nutrition Science To Consumers

In support of the July publication of the Beef WISE study, highlighting beef as food for weight loss, the team executed a native advertising campaign to drive qualified traffic and strong engagement of the assets on BeefItsWhatsForDinner.com, including a study fact sheet, tips for weight loss and checkoff-developed recipes. The effort was hugely effective in driving more than 232,000-page visits in a four-week timeframe. The ads placed within or next to relevant editorial on popular websites such as MyRecipes.com, Health.com, RealSimple.com, and LiveStrong.com among others, lead to high time spent on site and lower bounce rates than the industry average. 

The above-two mentioned activities were funded through NCBA AR #1701-P, Tactic 1B, Social Media and Digital Advertising.
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Countdown to New Website Launch

The new BeefItsWhatsForDinner.com will be live on October 2, with a supporting media campaign to go live on October 9. The new site is a one-stop shop for everything that consumers and influencer audiences want to know about beef — from showcasing the people who raise beef and the nutritional benefits of beef for an active lifestyle to culinary inspiration and recipes. Watch the “Beef. It’s What’s For Dinner” social platforms, including Facebook, Instagram and Twitter, for content you can share.

These activities were funded through NCBA AR #1601-P, Tactic 1A, consumer content, partnerships and advocate visibility.