Beef Buzz News
United We Steak Beef Promotion Campaign Showing Good Results Says NCBA's Alisa Harrison
Wed, 29 Jul 2020 08:22:59 CDT
Alisa Harrison, senior vice president of global marketing and research for the National Cattlemen’s Beef Association says the new beef promotion campaign “United We Steak” is showing good results. She talked with Ron Hays, Oklahoma Ag Network farm director during the NCBA summer meeting in Denver this week.
Ron Hays Beef Buzzes Alisa Harrison
United We Steak is a campaign launched at the end of June to promote and celebrate grilling as a way to bring families together.
Just in the first three weeks of the campaign we have reached 153 million people and 34 million video views from videos promoted on national and state beef web sites, Harrison said.
We have also had almost 550,000 visits to the Untied We Steak website
Some of the data we have seen over the last 4- or 5-months indicate consumers are telling us they are eating more servings of beef each week than they were before the pandemic, she said.
Harrison said the unique center piece of this campaign is the various cuts of steaks cut into all 50 shapes of the states. There were no computer-generated images, all the shapes were cut by hand from the various meat selections.
Every state has its own webpage to help consumers learn more about that state and its producers and see a recipe unique to that state.
Because consumers are cooking more often for more people, they have needed to go back to the basics of cooking, she said. That’s why we put out more information to help them cook beef.
Beef really is their number one choice, she said.
We have solved the supply challenges so now we’re hoping that momentum continues, Harrison said.
Even before the pandemic hit, Harrison said consumers were starting to eat more beef at home. She credits some of that to the creative beef promotion campaigns rolled out during the Christmas holidays and in early March.
Click here to learn more about the United We Steak campaign.
Click on the LISTEN BAR below to hear more comments from Alisa Harrison as she talks with Ron Hays.
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