Agricultural News
Responding to Impact from COVID-19, Oklahoma Beef Council Modifies its Marketing Strategies
Mon, 30 Mar 2020 07:44:30 CDT
Responding to a changing marketplace that has been impacted by the COVID-19 outbreak across the world, the Oklahoma Beef Council has adjusted its marketing programs to promote and educate about beef to consumers and other audiences in the state. The new efforts reflect a consumer and supply system that is rapidly changing, but a product that remains nutritious, versatile and delicious and in high demand.
"We're living in a time of great challenge, but consumers shouldn't be confused or worried about beef," says Becca McMillan, OBC chairman and a cattle producer from Mannsville, Okla. "Oklahoma beef producers are responsible for one of the most healthful, tasteful products available, and our organization wants to make sure consumers feel great about putting our wonderful products on their dinner table."
Among the enhancements to the organization's program are:
· Reallocation of promotion dollars to YouTube and Google Search advertising to share recipes, cooking tips and helpful videos with Oklahoma consumers;
· A modified billboard campaign in Oklahoma City and Tulsa that focuses on the healthfulness of beef and comfort foods, including tag lines of "Nicely done beef, you are a comfort," and Nicely done beef, you are a superfood that's actually super tasty";
· Development of a resource page that shares batch cooking tips, cooking resources, virtual farm and ranch tours and agriculture-focused activities for children at home;
· Creation of videos for digital marketing focused on creating multiple meals with a single preparation;
· Social media message posts focused on comfort food recipes, batch cooking and how-to guides for freezing beef;
· Sharing of information with media that will help consumers cook beef at home, as well as find agriculture activities for children; and
· Helping promote the Oklahoma Restaurant Association "Keep Calm, Carry Out" campaign with beef messages.
"Consumers should be assured that today - like it has always been - beef is what's for dinner," McMillan says. "The Oklahoma Beef Council is stepping up to show how our state's cattle producers are committed to not only providing a great product, but helpful information that will deliver a great beef eating experience every time."
Heather Buckmaster, Executive Directror for the Beef Council, recently talked with Radio Oklahoma Ag Network Farm Director Ron Hays about the recent adjustments- you can hear their conversation by clicking on the LISTEN BAR below.
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