"Beef. It's What's For Dinner." Digital Advertising Efforts in Full SwingTue, 07 Jul 2015 09:54:10 CDT
2015 marks the second year since the beef checkoff's "Beef. It's What's For Dinner." brand made the shift from traditional advertising to an all-digital approach, using an integrated digital media plan to reach consumers in a new and highly engaging way.
"The checkoff's advertising efforts are instrumental in helping to educate millions of Americans on beef's superior taste, nutritional package, ease-of-use and versatility by providing them with the beef-related information they need, when they need it," says Terri Carstensen, Chair of the Domestic Consumer Preference committee, and beef producer from Odebolt, Iowa. "Through the checkoff's digital advertising campaigns, consumers are equipped with the beef tips, techniques and recipes they need to ensure a great beef eating experience, each and every time."
The success of the checkoff's advertising program is the result of a three-pronged approach to digital:
1.Surface the information consumers are looking for, when they're looking for it through a variety of online advertising tools, such as search, social and banner advertising;
2.Delight consumers with educational and entertaining content, including engaging and inspiring videos and recipes;
3.Make a positive difference in the way consumers feel about beef by showing how easy and versatile beef can be for any day of the week.
While the "Beef. It's What's For Dinner." brand uses advertising strategies like search and social advertising throughout the entire year, the major advertising push is centered around the critical grilling season, which runs May through September. And according to the checkoff-funded Google Consumer Survey conducted in May 2015, nearly half (46.3 percent) of consumers are excited about serving beef this summer grilling season - which is nearly double that of any other protein. Additionally, 42 percent of consumers say they are likely to grill beef burgers (61.4 percent) and steaks (45 percent) over other proteins like chicken and pork. To read more, click here.
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