This year marks a historic milestone for the “Beef. It’s What’s For Dinner.” brand. “Beef. It’s What’s For Dinner.” launched a new all-digital advertising campaign for the first time ever. In just a short amount of time, the campaign – using an integrated digital media plan – has been a success, generating around 65 million impressions during the campaign’s first three weeks.
Background
In the more than 20 years that the “Beef. It’s What’s For Dinner.” brand has existed, the advertising campaign has included print, radio and television spots to promote beef. Market research and consumer insights prompted findings around the new target audience, the older millennial parent, which is the next generation of beef consumers. The campaign needed to go digital to communicate with this tech-savvy consumer. Thus a very targeted and focused digital advertising campaign was born, specifically to reach older millennial parents with beef information so they continue to purchase, prepare and enjoy beef with family and friends. Through an integrated media plan including social media and paid social advertising, strategic partnerships with websites visited frequently by the target audience, online videos, a new microsite, banner ads, and paid and organic search, the “Above All Else” digital advertising campaign is reaching the millennial consumer like never before.
To read the rest of the story, please go to: NCBA/Beef Issues Quarterly
