Seven state and regional beef promoting organizations have joined forces with the national beef checkoff program in a summer campaign targeting millennial consumers in five high-population states.
The campaign, slated for California, Florida, New York, Illinois and Pennsylvania, is an extended promotion of the checkoff-funded flagship web site, BeefItsWhatsForDinner.com, along with the brand’s online videos.
Using Internet search advertising on Google and YouTube, the campaign aims to encourage beef interest and purchases in two ways: First, Google search advertising helps drive consumers to the website for recipes, cooking techniques and beef cut information. The campaign also uses advertising on YouTube video to promote checkoff-funded beef videos.
Collectively, the five states targeted account for more than 100 million consumers, or about one-third of the total U.S. population. The campaign began mid-May and will run until Labor Day weekend. It is being supported by state beef councils in Illinois, Pennsylvania, South Dakota, Nebraska, Wyoming and Oklahoma, along with the Northeast Beef Promotion Initiative.