This year marks the first year that the Beef Checkoff-funded “Beef. It’s What’s For Dinner.” brand launched its online advertising campaign using a new integrated digital media plan. To date, the digital campaign has been a success, educating millions of consumers on beef’s superior taste, nutrition and ease-of-use, by providing them with the beef-related information that they need, when they need it. Through the checkoff’s digital campaign, consumers are equipped with the beef tips, techniques and recipes they need to ensure a great beef eating experience, each and every time.
Background
There are an estimated 5.5 million daily online food-related searches by Millennials. So, with the vast amount of information available to consumers online, just how is the Beef Checkoff-funded program creating such momentum with its brand new digital advertising campaign? By focusing on every interaction and implementing a three-pronged approach to digital.
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