Letter from the Editor
Special Letter from Leadership >
Beef Demand in China >
A Healthy Discussion About Saturated Fat: A Perspective on Beef and Healthy Dietary Patterns >
Trends 2014: Key Forces Shaping How Food is Bought and Consumed >
Questions and Answers
Q & A with Ron Plain on Beef Supply and Demand >
The Impact of Higher Beef Prices: What’s Really Happening? >
“Beef. It’s What’s For Dinner.” Digital Advertising Campaign Achieving Big Results for Beef >
Feed vs. Food: Are Cattle Really Taking Food Out of Our Mouths? >
Millennials: Are They Really That Different from Other Generations? >
Addressing Millennial Perceptions of Beef Production and Factory Farming >
Checkoff Return on Investment Study Shows Strong Results >
Issues Media Monitoring and Response Analysis: October 2013 – September 2014, A (Fiscal) Year in Review >
Cattle Fax Insight - Winter 2014 Vol. 27 No. 4 >
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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
During the first-ever beef checkoff digital advertising campaign that ran between April and August 2014,a total of 97 percent of BeefItsWhatsForDinner.com visitors surveyed 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, Issues Updates, Winter 2014, Year in Review 2014
December 9, 2014