Letter from the Editor
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Trends 2014: Key Forces Shaping How Food Is Bought and Consumed >
Questions and Answers
The Importance of Including Red Meat in a Healthy Dietary Pattern >
Weakening Drought and Economic Incentive Turns Attention Toward Expansion >
“Beef. It’s What’s For Dinner.” Digital Advertising Campaign Achieving Big Results for Beef >
Strong Demand in Asian Markets Pushes U.S. Beef Exports to Record Pace >
Addressing Millennial Perceptions of Beef Production and Factory Farming >
Issues Management 2.0: More Than a Function of Communications >
Checkoff Return on Investment Study Shows Strong Results >
Issues Media Monitoring and Response Analysis: June 2014 – August 2014 >
CattleFax Insight: Fall 2014 Vol. 27 No. 3 >
Fall 2014 Publication Download >
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“Beef. It’s What’s For Dinner.” Digital Advertising Campaign Achieving Big Results for Beef
This year marks the first year that the Beef Checkoff-funded “Beef. It’s What’s For Dinner.” brand launched its online advertising campaign using a new integrated digital media plan.
by Mackenzie Jordan, Manager, Communication Content, National Cattlemen’s Beef Association, a contractor to the Beef Checkoff
This year marks the first year that the Beef Checkoff-funded “Beef. It’s What’s For Dinner.” brand launched its online advertising campaign using a new integrated digital media plan. To date, the digital campaign has been a success, educating millions of consumers on beef’s superior taste, nutrition and ease-of-use, by providing them with the beef-related information that they need, when they need it. Through the checkoff’s digital campaign, consumers are equipped with the beef tips, techniques and recipes they need to ensure a great beef eating experience, each and every time.
There are an estimated 5.5 million daily online food-related searches by millennials. So, with the vast amount of information available to consumers online, just how is the Beef Checkoff-funded program creating such momentum with its brand new digital advertising campaign? By focusing on every interaction and implementing a three-pronged approach to digital.
The “Beef. It’s What’s For Dinner.” brand has also created a robust digital toolbox that reaches consumers in a variety of ways, across different platforms.
“Beef. It’s What’s For Dinner” Digital Toolbox
*Engagements are defined as likes, comments, share, re-tweets and click-throughs to checkoff resources such as recipes, nutrition information, cooking tips, etc.
Since the launch of the first-ever beef checkoff advertising campaign 12 weeks ago, a total of 97 percent of BeefItsWhatsForDinner.com visitors said they held positive opinions about beef after visiting the site. That number alone illustrates that the “Beef. It’s What’s For Dinner.” new integrated digital advertising approach is already helping to shift consumer preferences toward beef.
Tags: Beef Issues Quarterly, Fall 2014, Issues Updates
October 3, 2014