Promote and Capitalize
on the Advantages of Beef
The Pennsylvania Beef Council, PBC, helps to promote the role of beef in a nutrient-rich and sustainable eating pattern, educate consumers about beef production and sustainability, and position beef as a key ingredient for all. This is done via digital campaigns, consumer events, and channel outreach avenues.
BEEF YOUR WAY THROUGH PA
PBC's Beef Your Way Through PA beef passport is in full swing with less than 2 months left until the end of the campaign. The free beef passport program encourages participants to visit over 35 participating locations across the Commonwealth from now through September 4, 2023, where they can order beef menu items and earn points towards prizes by checking in via the app. The Pennsylvania Beef Passports are free and can obtained here. The passports can be set up from the convenience of a mobile device. Points earned on digital passports can be redeemed for prizes and each visit qualifies as an entry into a grand prize of a Pit Boss Grill give-a-way. Will you be the one to take home a Pit Boss Grill?
PA BEEF TO PA SCHOOLS PROGRAM
The PBC engaged with middle and high school students at Northern Bedford County Middle and High School on Wednesday, April 26th. Northern Bedford County Schools are participating in the ‘PA Beef to PA Schools’ program, which is spearheaded by the PBC with additional funding support from the PA Department of Agriculture through an ag commodity promo grant. Additionally, local farmers have also provided generous donations, as it remains a priority and passion to feed the next generation.
Kaitlyn Swope, PBC Director of Consumer Affairs was joined by Dr. Jennifer Kauf, large animal veterinarian and local Bedford County beef producer to connect the dots between the beef on the trays to the program. Students greatly enjoyed learning more about beef, taking beef recipes for cooking at home and more!
The ‘PA Beef to PA Schools’ program works to connect schools and their food service professionals to cattle producers in order to “Beef-up” their school lunches. By doing so, schools are providing beef more often and sourcing beef from local producers. The effort helps to fight food insecurity as well as supporting local farms and the opportunity to connect the local community with the PA Beef Industry.
BEEF ON TIKTOK
NEBPI along with PBC have recently joined the platform TikTok with beef recipes and information on placed ads through 2060 Digital. TikTok, a new social media platform known for its short quick entertainment videos, is one of the top performing social media platforms.
There is also opportunity to reach a large cross section of Northeast consumers, with a wide range of age – providing the opportunity to reach some younger consumers, who are forming their beef purchasing habits. The average user is also spending nearly 1 hour per day on the app. The content-to-ad ratio advertising on the TikTok platform is newer, there are naturally less ads within the social feed, therefore our content has the opportunity to stand out.
The first TikTok video launched the beginning of January and early metrics showed great success on the new platform. The quick 20 second beef chili recipe video had 271,093 impressions, a reach of 142,177 people and resulted in 399 clicks to the website. The video has been viewed in its entirety 612 times and has 206 likes since its initial publishing. Video ads on TikTok will continue to be placed throughout the remainder of the fiscal year.
IMPACTFUL ECOMMERCE HOLIDAY CAMPAIGN
National Cattlemen's Beef Association, subcontractor to the Beef Checkoff, and Beef. It’s What’s For Dinner. partnered with one of the largest mass merchandisers to promote beef via digital ads this past holiday season. From December 1–31, 2022, ads were placed nationwide on the partner’s website, app, and on popular lifestyle sites, showcasing seasonally relevant cuts and the Beef. It’s What’s For Dinner. logo. Ads inspired consumers to add beef to their digital and/or in-store cart and resulted in $4 million in incremental beef sales,37.8 million ad impressions and a $13.45 return on every advertising dollar spent. Twelve state beef councils including PBC and the Northeast Beef Promotion Initiative (NEBPI), a subcontractor to the Beef Checkoff, provided additional funding to increase ad exposure within their specific states.