Checkoff makes marketing changes

Dec 20, 2013
by WLJ

“As we reflect back on 2013, we are reminded of the tremendous accomplishments of our national Beef Checkoff Program, despite continuing challenges in the cattle market and beef industry—and our steadily declining checkoff budget,” says Weldon Wynn, beef producer from Star City, Ark., and Chairman of the Cattlemen’s Beef Board.

“In this age of viral electronic messaging and communication, we completed some important market research in 2013, to help us define the most important audience for beef messages in coming years. That audience is the technologically savvy millennial generation—those consumers now between 20 and 34 years old. This audience is 80 million strong and expected to outspend baby boomers by 2017, with their spending on track to reach about $1.4 trillion a year by 2020.”

What does that mean for the 2014 ‘Beef.

It’s What’s For Dinner’ advertising campaign?

The Beef Promotion Operating Committee approved a shift from the traditional integrated print and radio campaign to a fully digital marketing campaign that will deliver beef messages via email, blogs and social networks.


for example…

•… that nearly half of babies in the United States have used a computer or mobile device before their second birthday? In general, millennial families with children ages 8 and younger have recorded a five-fold increase in ownership of tablet devices, such as iPads, from 8 percent of all families in 2011 to an astounding 40 percent in 2013!

•… that millennials currently are reducing the amount of beef that they serve to their kids? And research indicates that millennials will not increase their beef consumption if they do not have answers to some questions: About 75 percent say they want more information about how to cook and prepare steaks; 67 percent would like to see trained butchers on staff at supermarkets to provide cooking advice; 55 percent want more information about preparing and serving beef to children; 54 percent say it’s hard to know what cuts to choose in the meat case; and 50 percent would buy more beef if they knew more about the different cuts.

•… that, while beef’s great taste is the No. 1 reason consumers eat beef, health is the No. 1 reason millennials are limiting their beef intake? But there is hope:

45 percent of millennials say they would be “very” or “extremely” likely to add more beef meals to their menus after they discover that beef is nutrient-rich, lean, and compares favorably to chicken when it comes to nutrition.

All of this translates to tremendous opportunities for the Beef Checkoff Program, because millennials are a growing generation, with growing families and growing influence, who will make beef-buying decisions for the next 40-plus years.

“These are exciting times. Happy Holidays to my fellow beef and dairy producers across the country, and don’t forget to get to know your checkoff better at,” says Wynn.