State beef councils, NCBA expand digital beef advertising

More than $1.1 million in state-controlled checkoff collections spent on digital campaigns so far in 2020.

June 4, 2020

2 Min Read
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Beef Checkoff

State beef councils around the country are joining forces to invest state-controlled beef checkoff dollars in "Beef. It’s What’s For Dinner" digital advertising campaigns. The efforts will significantly expand beef promotion in their own states as well as in consumer-abundant U.S. regions. The councils are working with the staff at the National Cattlemen’s Beef Assn. (NCBA), a contractor to the Beef Checkoff Program, to reach to about 70 million consumers, creating more than 733,000 visits to the Beef. It’s What’s For Dinner website through Google advertising, generating an estimated 56 million national and state video views on YouTube and producing more than 2.3 million radio listens through Spotify.

Seventeen state councils have instituted “state footprint” media campaigns to feature Beef. It’s What’s For Dinner advertising within their own states. Four multi-state collaborative media campaigns targeting beef consumers have also been created, with a focus on four regions: the Southeast, the western U.S., top five states and the Midwest.

Avenues selected for the advertising include Google Search Advertising, YouTube Video Advertising and Spotify Audio Streaming Advertising. Google Search Ads deliver hundreds of thousands of consumers to the Beef. It’s What’s For Dinner website, the beef checkoff’s one-stop resource for all things beef. With the world watching 1 billion hours of YouTube videos daily, the YouTube ads showcase beef through the power of video advertising, inspiring consumers with crave-worthy shots of beef. Spotify is the world’s largest and fastest-growing radio streaming platform, with the ads bringing to life the sizzling sounds of beef, backed by beef’s signature Copeland Rodeo music.

States have spent more than $1.1 million in state-controlled checkoff dollars toward the campaigns so far in 2020. With the NCBA staff having expertise in advertising and marketing, the campaign can efficiently focus more directly on checkoff-funded digital media related to beef cooking, nutrition and production, helping optimize the campaign. Beef content is also extended and checkoff funds leveraged, promoting a consistent beef message and strengthening the national and state elements of the Beef Checkoff Program.

“Through these campaigns, state beef councils can extend both national and state-developed content, leveraging funds from both the national and state halves of the $1-per-head national beef checkoff to reach consumers and promote a consistent beef message,” said Buck Wehrbein, a Nebraska cattle feeder and chairman of the Federation of State Beef Councils. “This allows state beef councils to spend their dollars more efficiently, focusing on stories about local producers while expanding distribution of recipes and other national Beef. It’s What’s For Dinner assets throughout the country. The extension is a great example of how individual state beef councils and the Federation of State Beef Councils partner on projects and efforts that help strengthen beef demand.”

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