PROMOTION
In 2014, checkoff-funded programs funded through
the “Promotion” budget category focused on providing
consumers with the information they wanted about beef, when
they wanted it and how they wanted it delivered.
Engaging Social Media
In a social media landscape where consumers have to navigate
competing “noise” every day, the checkoff reached consumers
with beef information like never before. Our efforts led to
more than 1 million engagements — likes, shares, views and
retweets —on the “Beef. It’s What’s For Dinner” Facebook and
Twitter pages. The paid advertising promoting those posts
separately engaged more than 450,000 individual Facebook
users with checkoff content and recipes and drove more than
14,000 additional interactions on Twitter. These efforts help
keep beef top-of-mind and provide daily inspiration for consumers
to purchase, prepare and enjoy beef more.
Sizzling Digital Advertising Campaign
The checkoff’s new digital advertising campaign wrapped up its first full year, and
the results were beyond expectations:
• Educated millions of consumers — especially the key target market of
millennials (born between 1980 and 2000) — about beef taste, nutrition and
ease-of-use
• 733 million ad impressions
• More than 3.6 million page views on BeefItsWhatsForDinner.com
• More than 5 million views of the checkoff’s new
“No-Recipe Recipe” videos
Promoting Veal
The checkoff’s 2014 launch of the new easy-to-navigate, recipe-focused
and mobile-responsive Veal Made Easy.com provides an integrated
veal-promotion hub. On-pack labels, traditional and digital advertising
campaigns and social-media properties drove consumers to the website
for veal recipes and other information. In a separate promotion, the checkoff
worked with the Connecticut-based restaurant chain Rizzuto’s to launch the
new VLT (Veal-Lettuce-Tomato) sandwich. Veal marketing efforts with beef
retailers boosted veal sales at more than 1,700 participating stores during
two themed promotions in January (Eat Better Eat V