The campaign is targeting parents between the ages of 25 and 34 over social media and online video sites, with a string of beef-inspired recipe ideas to get American children to enjoy red meat.
Unique efforts have been organised by state beef councils, with a nationwide Families in Motion campaign funded by the Beef Checkoff Program providing the backbone to the initiative.
Several videos have been produced in partnership with foodie websites like Food52 and TasteMade, and the Federation of State Beef Councils, the organisation representing 45 US beef councils, said it was targeting 24 million video views.
Michigan Beef Industry Commission (MBIC) is one of the many beef state councils to throw its weight behind the campaign. “We’re pleased to extend the messages to the consumers in Michigan we’re trying to reach,” said George Quackenbush, MBIC executive director. “About 80% of the audience we’re reaching is identified as parents. That’s important to know. We’re focused to get our message to the right audience.”
‘A good deal’
The beef councils of Kansas, Illinois, Iowa and Nebraska have pooled their resources together to more efficiently drive-up multi-state beef consumption. The Federation of State Beef Councils expects this effect to generate at least 500,000 views on beef promotion YouTube videos.
Reid Blossom, executive vice-president of the Illinois Beef Association, said the plan to team up with state councils in Kansas, Iowa and Nebraska was an efficient use of checkoff dollars. “It’s a good deal for Illinois producers as we can leverage our checkoff dollars across the four states, and reach some critical high population areas in our state.”
Kevin Thielen, executive director, Kansas Beef Council, said the plan to team up meant it would be easier to crack high population markets, like Kansas City. “The fact that several states are going together makes a difference; it helps you get a better buy,” said Thielen.
“We’re increasing the reach of the national buy and extending the message into our own markets. That means being able to focus on big markets such as Kansas City to get our cost per reach down.”