NCBA’s Season Solario Unveils the Magic Behind the Success of the Beef. It’s What’s for Dinner BrandFri, 11 Oct 2019 06:28:41 CDT
Season Solario works with the National Cattlemen’s Beef Association, who is one of eight national contractors for the Beef Checkoff program. According to Solario in a recent conversation with Radio Oklahoma Ag Network Farm Director Ron Hays, cattle producers can be proud of the brand they have helped build over the years using Checkoff dollars.
“A lot of the things we’re working on right now is how can we position ‘Beef. It’s What’s for Dinner.,’ the Checkoff’s iconic brand that was founded more than 26 years ago – front and center to today’s consumer audience and what we’re finding after three years of our campaign, which has this creative wrapper around beef.”
Solario says the more they can reach consumers with the brand, the more likely people are to eat beef more often which we think is a strong return on investment for beef producers knowing that the brand that they invest in is ultimately helping people consume more beef.
“That’s all we want right, is to increase beef demand and we’ve done that in a variety of different ways through a lot of different marketing tactics,” she said, explaining how that happens. “’Beef. It’s What’s for Dinner.’ just has a lot of nostalgia and what we’re finding is that when we’re targeting people today, we’re really looking at that older Millennial parent. They’re about 25-34 years of age starting to have kids for the first time and they remember some of those TV commercials playing in the background of their parents’ homes. So, what we want to do is pull that nostalgia from the back of their mind to the forefront.
“So, it really is the ability of what the Checkoff created 26 years ago to bring that brand to the forefront making sure now that it’s sustainable for the long-term.”
Listen to Solario’s full conversation with Hays on today’s Beef Buzz to learn more about the tactics being used to spread the beef industry’s message to consumers.
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.
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