How does my beef checkoff investment promote beef?
When you think of promotion, consumer advertising is probably top-of-mind. Your beef checkoff, however, engages in a variety of other promotional activities and campaigns to maintain a positive image for beef, increase consumers’ desire for beef and, thus, stimulate sales.
So how does the checkoff work to promote beef to today’s consumer? Learn more here about a few of those programs, including retail and foodservice marketing; food-media communications; veal marketing; new-product development; beef recipe development; and other culinary initiatives.
Stimulating Summer Beef Sales
In an effort to help drive beef sales, the checkoff has partnered with companies such as Snyder’s of Hanover, Major League Baseball and Anheuser-Busch to introduce summer promotions. “Summer Snacking,” for example, reached about 2 million consumers with instantly redeemable coupons for beef with the purchase of Snyder’s chips. The checkoff also was featured prominently in more than 2 million Major League Baseball schedules distributed at more than 20,000 retail locations nationwide. For more about summer checkoff promotions on tap, visit the summer promotions calendar on BeefRetail.org.
Beefing Up Restaurant Menus
The checkoff continues to champion beef’s presence on the menu, including participation in the Restaurant Leadership Conference and at the FoodArts Flavor Summit, where checkoff representatives share beef information with top food and beverage directors, corporate and executive chefs and other food experts. Through product demonstrations and sampling, the checkoff showcases new menu ideas with beef and distributes recipe brochures for more beef menu options, flavors and nutritional qualities. For more about foodservice marketing efforts, visit www.BeefFoodservice.com.
Retail Training
The checkoff conducts periodic training sessions for retailers that highlight proper cooking techniques for various beef cuts. Participants include store directors, assistant store directors, and meat and seafood department directors. In addition to hands-on participation and sampling, participants receive materials – from the checkoff’s Beef Training Camp program – to share with customers about beef nutrition, proper cooking methods, and safe handling and preparation. For more about the checkoff’s retail education programs, visit BeefRetail.org.
National Consumer Advertising
The latest beef checkoff-funded “Beef. It’s What’s For Dinner.” advertising campaign encourages consumers to learn more about the 29 lean cuts of beef available at retail. Now in its second year, the “Profiles” advertising campaign helps consumers get more familiar with the 29 lean beef cuts, while also building upon the “power of lean beef protein” advertising momentum. Six new lean beef cuts were added to the “Profiles” campaign in 2011, showcasing some family favorites and some newer cuts for consumers to add to their cooking repertoire: round tip, tenderloin roast, brisket, tri-tip steak, chuck shoulder pot roast and ranch steak. The “Profiles” campaign reinforces consumers’ passion for the great taste of beef, while awakening their knowledge about beef’s health benefits. These efforts are extended by state beef councils through investments in tools such as regional billboards and radio advertising.
Become a “friend” of the checkoff’s “Beef. It’s What’s For Dinner” Facebook page and you’ll have all the new ‘Profiles’ consumer advertising recipes at your fingertips! The Facebook page also engages consumers with polls to help educate them about 29 lean cuts of beef.
Funded by the Beef Checkoff.
SOCIAL MEDIA