Agricultural News
Beef Checkoff Dollars Leveraged for Grilling Season Ad Campaign, Export Marketing
Sun, 10 Jun 2012 21:05:31 CDT
At the end of this past week- Ron Hays had the opporutnity to visit with the Executive Director of the Oklahoma Beef Council, Heather Buckmaster- he talked with the OBC official about domestic beef promotional efforts for this summer- international marketing and more- we have highlights of this conversation that you can read about below- and you can click on the LISTEN BAR at the bottom of the story and hear the full audio visit - and you can see the condensed version of the conversation that was this past weekend's In the Field TV segment that was seen on KWTV, News9.
The Beef Checkoff is kicking off the 2012 grilling season with a new crop of magazine ads, radio spots and online advertising. The checkoff's new magazine ads will feature popular lean cuts such as filet, flank steak and strip steak as well as featuring consumer-friendly dishes and even beef for breakfast.
"Our goal is to whet consumers' appetites and inspire them to choose beef," says Heather Buckmaster, executive director of the Oklahoma Beef Council. She recently spoke with Ron Hays about the summer advertising campaign.
The checkoff ads began running last month in several national magazines including Food Network Magazine, Men's Health, Redbook and others. The ads will continue throughout the summer.
The online video commercials will be rotating on ABC.com throughout the top-10 programs that score high with adults 25-54. The spots began May 15 and are expected to generate ten million impressions. You can see the ads by clicking here.
In addition to advertising, checkoff dollars are being leveraged with four promotional campaigns to encourage beef purchases. These include cross promotions with 80 million coupons offering discounts on beef as well as mail-in rebates. For every checkoff dollar invested in similar cross promotions in 2011, promotional partners invested $24.
Buckmaster said the Oklahoma Beef Council is also investing heavily in the beef export market through the U.S. Meat Export Federation. The council is supporting retail promotions in the Middle East and in Japan, two markets in which demand for beef is growing.
She said she is hopeful that Japanese restrictions on the importation of cattle more than 30-months-old will be lifted by this fall. Currently, only ten to 25 percent of U.S. beef qualifies for the Japanese market. If the ban is lifted, 95 percent of U.S. beef will qualify for import by Japan.
Ron Hays and Heather Buckmaster talk about the Beef Checkoff summer ad campaign on this week's In The Field segment. You can watch by clicking on the play button in the video box below.
WebReadyTM Powered by WireReady® NSI
Top Agricultural News
More Headlines...
