For the second year, the beef checkoff's "Beef. It's What's For Dinner." Brand advertising will be an all-digital approach, using an integrated digital media plan to reach consumers in a "new and highly engaging way," the checkoff said.
Terri Carstensen, chairperson of the Domestic Consumer Preference committee, said the advertising is designed to educate consumers about beef's taste, nutrition, ease-of-use and versatility.
"Through the checkoff's digital advertising campaigns, consumers are equipped with the beef tips, techniques and recipes they need to ensure a great beef eating experience, each and every time," Carstensen said.
The checkoff's campaign has a three-pronged approach:
1. Surface the information consumers are looking for, when they're looking for it through a variety of online advertising tools, such as search, social and banner advertising;
2. Delight consumers with educational and entertaining content, including engaging and inspiring videos and recipes;
3. Make a positive difference in the way consumers feel about beef by showing how easy and versatile beef can be for any day of the week.
While the "Beef. It's What's For Dinner." brand uses advertising strategies like search and social advertising throughout the entire year, the major advertising push is centered around the critical grilling season, which runs May through September.
According to the checkoff-funded Google Consumer Survey conducted in May 2015, about 46% of consumers are excited about serving beef this summer grilling season, nearly double that of any other protein.
Additionally, 42% of consumers say they are likely to grill beef burgers (61.4%) and steaks (45%) over other proteins like chicken and pork.
The campaign will reach consumers across several platforms this summer:
• Website: beefitswhatsfordinner.com serves as the go-to resource for recipes and meal inspirations, cooking tips and techniques, and nutrition information. A new landing page supporting the grilling season campaign also will be launched.
• New videos: Three new "No-Recipe Recipe" advertising videos are being created to inspire new meal ideas and cooking techniques. These videos will be available on the "Beef. It's What's For Dinner." YouTube channel at the launch of the campaign.
• Social, Banners, Search Advertising: These media components will be used throughout the summer campaign and the rest of 2015 to drive traffic to the website and various content assets throughout the year.
• Protein Challenge: The Protein Challenge—launched in April 2015—has already generated more than 137,000 page visits on the website. Search and Facebook advertising efforts have motivated more than 10,500 consumers to subscribe to the daily Protein Challenge emails.
Already, the digital advertising efforts are surpassing 2014 with a nearly 700% increase in the acquisition rate of new Facebook fans and 272% increase in total website visits.
Source: Beef checkoff