Demand

Beef Building

BUILDING BEEF DEMAND 1986-2016

PROMOTION , as defined in the Beef Promotion & Research Act , means any action , including paid advertising , to advance the image and desirability of beef and beef products , with the express intent of improving the competitive position and stimulating sales of beef and beef products in the marketplace .

Beef . It ’ s What ’ s For “ Families in Motion ” The checkoff launched its “ Families in Motion ” digital-advertising campaign in fiscal 2016 and recorded record-high results across all key consumer metrics , generating more than 4 million consumer visits to BeefItsWhatsForDinner . com , up an impressive 182 percent from 2.2 million in FY15 ! In addition , online commercials ( see page 7 ) were viewed more than 30 million times . The campaign celebrates American families ’ love of beef and positions beef as an easy-to-prepare , satisfying and nutritious meal to serve , especially in growing millennial households . It provides tools , techniques , nutritional information and recipes that consumers say they need to make beef king of the supper table in their homes . Digital advertising support – including social-media advertising ( Facebook , Twitter , Pinterest ), Google Search advertising , banner advertising , video advertising and more – ensured that resources reached the greatest possible number of consumers nationwide . Anchored by a Families in Motion landing page , the campaign also features a host of tripletested checkoff recipes to please parents and kids alike .

Growing Social Media Presence

Social media platforms , including “ Beef . It ’ s What ’ s for Dinner ” Facebook and Pinterest pages , were an instrumental part in sparking consumer interest and engagement in the beef-checkoff promotional campaign in 2016 . These platforms triggered nearly 3 million consumer connections with the beef brand , including “ likes ,” “ re-pins ,” “ comments ,” “ shares ,” and more . The kid-friendly beef recipe collection the checkoff featured on Facebook proved to be particularly effective at driving consumer engagement and click-thrus to BeefItsWhatsForDinner . com , as did social-media posts featuring beef soups and stews , even throughout summer .

“ The Best Veal I ’ ve Ever Had ” Veal was on the menu and on the minds of the 6,500 visitors to the Greenwich Wine and Food Festival in September 2016 , thanks to the beef checkoff . Participants at the Connecticut event experienced veal at the Grand Tasting and Grill Master tents , with utterances of “ the best veal I ’ ve ever had ” resounding as people tasted the mouthwatering veal meatballs and veal sliders . Participants also learned new creative ways to prepare veal and went away with recipes to try at home . In other checkoff-funded veal activities , the Veal Summer Grilling promotion distributed 313,500 on-pack veal-recipe labels to more than 1,500 retail stores . A partnership with the Mushroom Council provided funding to extend reach of the promotion to about 540,000 , including social media and magazine advertising . Finally , the checkoff developed nine new veal recipes in 2016 , including new photography and videos .