Beef, It's Whats for Dinner Revitalization Going Well- Beef Industry to Build on Rollout with Chuck the Beef BotTue, 04 Sep 2018 06:33:37 CDT
Over the past year or so, Alisa Harrison, senior vice president for global marketing for the National Cattlemen’s Beef Association, has been a key player in the launch of the beef industry’s digital marketing efforts, a new campaign focused on revitalizing the long-standing Beef. It’s What’s for Dinner brand. She spoke recently with Radio Oklahoma Ag Network Farm Director Ron Hays about the campaign and some of the new components being incorporated to better reach consumers with relevant information where, when and how they want it.
“We launched the Beef. It’s What’s for Dinner campaign last October and it’s been all digital because everything we’re doing today is digital. Not just the older millennial parent but all of us are so connected to our devices,” Harrison said. “We’ve experimented with different kinds of platforms, but we’re advertising on some of the popular shows using Hulu…because that’s how millennials are watching television these days. And, then we have evolved into using some of the digital reality technology that’s out there.”
Earlier this summer, Harrison says the campaign launched its virtual reality component. By wearing a pair of goggles, consumers can take a virtual tour of a real farm or ranch and interact with an actual producer to learn about beef production and the people behind it. Harrison says this kind of engagement has been very effective in building consumer trust in beef and the beef industry. In addition, other innovations have been in the works as well. For instance, in the coming year, Harrison says the campaign will roll out the industry’s very own “bot,” a virtual representative of the beef industry designed to connect, educate and serve consumers much like iPhone’s Siri or Amazon’s Alexa, powered by artificial intelligence. This bot has affectionately been named “Chuck.”
“Chuck is an extension of the Beef. It’s What’s for Dinner brand and it going to be kind of a centerpiece of our program in our next fiscal year. We created Chuck to help consumers learn how to cook beef and feed up new recipes,” she said. “That can be done through either voice, our website our through your smartphone.”
Listen to Harrison speak more about the Beef. It’s What’s for Dinner digital campaign and how they are working to better reach consumers, on today’s Beef Buzz.
The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Network and is a regular audio feature found on this website as well. Click on the LISTEN BAR below for today's show and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today. Today's edition is a special encore presentation.
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