Checkoff Spices Things up at 2nd Street Festival

Beef Ambassadors Made Appearances on 2nd Street in Philadelphia, Pa.

The national beef checkoff, through its Northeast Beef Promotion Initiative (NEBPI) and in partnership with the Pennsylvania Beef Council (PBC), helped spice up the 2nd Street Festival, August 7, offering consumers the opportunity to create their own “Cutting Edge Beef Rub”.

(Photo caption:  2nd Street Festival attendees creating their very own Cutting Edge Beef Rub during the day’s festivities.)

Block party attendees were greeted with many opportunities to increase their beef knowledge at the beef booth on 2nd Street. 1,100 block party attendees created their own “Cutting Edge Beef Rub,” thanks to a partnership with the Con Yeager Spice Company. This salt-free beef rub is a perfect complement to creating a delicious summer dinner. To advertise the spice mix station, the checkoff offered the chance to send a fun photo to friends and family using NEBPI’s “I Spiced It Up” Snapchat Geofilter. The Snapchat app enabled the checkoff to engage directly with millennial consumers and generated nearly, 85,300 impressions. 

Millennial 2 Millennial (M2M) advocates and staff were onsite to engage with attendees to test their beef cuts' knowledge and win a beef snack stick. While visiting the booth, consumers had the chance to enter to win a $100 steakhouse gift card through an educational survey. Of those polled, 83% are more likely or just as likely to serve beef over other proteins after interacting with the checkoff. All survey entrants also had a favorable opinion of beef.

Events such as this, allow for the beef checkoff to engage directly with consumers and millennials by highlighting beef’s taste, its nutritional benefits and cooking techniques with beef. We know consumers do not feel confident in their ability to select the right beef cut or to cook it at home, so interacting with our millennial advocates, or like-minded individuals gives them the confidence to do so.

Kelsea Dresch, M2M advocate and Oklahoma State University student, enjoyed interacting with consumers, stating, “Growing up in the country I have very little experience with inner city consumers, so it was rewarding to experience the reactions of consumers. There were people who love beef and agriculture even though they reside in the city. Hearing “Beef It’s What’s for Dinner” proves our marketing and promotions do resonate with people and help them respect and understand our way of life and the beef industry.”

For more information about upcoming NEBPI events, including Team Beef’s participation at the Rock ‘n Roll Half Marathon in September and the Marine Corps Marathon in October, visit the NEBPI website, Facebook page and Instagram page.

For more information about your beef checkoff investment, visit

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The beef checkoff increases beef demand through promotion, research and new product development, and a variety of other marketing tools.