Beef Buzz News
NCBA's Alisa Harrison Explains New Beef Consumer Research And Memorial Day CampaignWed, 13 May 2020 10:26:53 CDT
Robust consumer research is underway by the cattle industry, trying to understand buying habits and how best to meet their needs said Alisa Harrison, senior vice president of global marketing and research for the National Cattlemen’s Beef Association.
Harrison said beef checkoff dollars are being used now to track their beef consumption trends to help boost current and future beef consumer campaigns.
We’ve got some new research in the field now trying to figure out if consumers will continue stockpiling beef, Harrison said.
We’ve seen strong, positive attitudes towards beef, she said.
“The good news is the confidence in safety of beef remains high.”
Harrison said they are getting ready to launch a major campaign for the Memorial Day weekend, which kicks off the traditional outdoor cooking season.
The tag line is called “united we steak” as it was originally scheduled to celebrate the Olympics, Harrison said. It’s time to unite the country and we think people will want to get out, even in small groups, she added.
Harrison said they tried to include some fun and levity in their campaign with catchy graphics for each state where they have cut out the outline of each state in beef.
For Oklahoma there will be an Oklahoma shaped steak with recipes indicative of the state and producers, Harrison said.
(Editor’s note: Oklahoma’s outline does indeed look a little like a bone-in ribeye steak!)
The new campaign is in line with the lighthearted April campaigns that resonated well with consumers, offering beef substitutes in recipes.
Click on the LISTEN BAR below to hear more comments from Alisa Harrison as she talks about the latest consumer research and campaigns.
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