Another Look At The Checkoff’s I Heart Beef Campaign
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Suggested Lead: A New “I Heart Beef” campaign being funded by The Beef Checkoff Program in February is helping show consumers the food they love is worth loving. February, which is not only National Heart Month but the month we celebrate Valentine’s Day, is the perfect month for this campaign, according to Kim Essex, who helps manage beef publicity efforts on behalf of the beef checkoff. She says research backs up the notion that when consumers celebrate, they celebrate with beef.
Essex 1: “Fifty percent of consumers tell us that the best way to show somebody you love them is with a filet. So over chocolate, over flowers, a filet mignon is the perfect example of demonstrating love. February is also heart health month, so it’s a perfect chance for us to emphasize how beef can be part of a heart-healthy diet. So we’re doing all that in a month long campaign.” (22 seconds)
According to Essex, the publicity campaign is designed to remind people about the great taste of beef while showing them how good it is for them.
Essex 2: “It’s a heavy media relations campaign. We’ve got a lot of recipe communications out there. We have a terrific new recipe: it’s t-bone for two. And it gives consumers; that couple that’s celebrating Valentine’s Day, an opportunity to share a great t-bone. And take both cuts of that t-bone, both of which are lean, and have a great meal, and remind themselves of how much they love each other, and how much they love beef.” (23 seconds)
According to Essex, communicating with young people and those using modern technology is key to this campaign.
Essex 3: “There’s lots of social media elements, so all that on-line stuff. Things you’re hearing about, like Twitter; we have a number of elements on that front, allowing consumers to Tweet about their love of beef. We have a recipe contest for health influencers: RD Heart Beef/Love Beef, And that gives them an opportunity to talk about how they incorporate lean beef into their patients’ diets. So there’s lots of activities that are frankly low cost for beef producers and their checkoff dollar.” (29 seconds)
Essex says with the holidays behind us and grilling season yet to come, there is no better month for the beef industry to help promote its middle meats to consumers.
Essex 4: “Our aim is really to help consumers feel great about the beef that they love. And February is a perfect month to emphasize love and the love affair that consumers have with our product, with beef. This is a terrific protein source. It’s also a perfect time to tell them it’s great for their heart.” (15 seconds)
For more information about the “I Heart Beef” campaign or other efforts being funded with your beef checkoff investment, visit www.MyBeefCheckoff.com.
The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.
Funded by the Beef Checkoff.
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