The checkoff's “Beef. It’s What’s For Dinner.” brand will launch the second annual 30 Day Protein Challenge campaign this month. Americans currently consume two-thirds of their total daily protein intake at dinner, which doesn’t leave much room for protein at other meals or snacks. The 30 Day Protein Challenge provides a step-by-step plan to get an optimal amount of protein throughout the day.
The first launch of the Protein Challenge in 2015 was extremely successful, exceeding benchmark metrics set for the campaign, including more than 14,000 email campaign subscriptions, 81,000+ email opens and click-thrus, and more than 164,000 visits to the Protein Challenge landing page on BeefItsWhatsForDinner.com during the campaign period.
To continue the success in 2016, several upgrades have been made to the campaign to increase engagement with, and visibility of the program.
- The first upgrade is the addition of a weekly email option. This weekly option will complement the daily emails, providing all the tips and tools for success a participant needs at the beginning of the week rather than every day.
- The Protein Challenge landing page also was updated, making it easier for participants to navigate through the tools and recipes available.
- The Protein Challenge also will be supported through a variety of checkoff-funded advertising tools, such as Facebook advertising, Google search advertising, banner advertising and targeted ads within consumers’ Gmail inbox accounts.
“For some time, researchers have known that there are health and wellness benefits to consuming protein in balanced amounts at each meal,” says Beef Board Member Chuck Kiker, co-chairman of the checkoff’s Consumer Trust committee and a producer from Beaumont, Texas. “Significant research shows that some people can lose and maintain a healthy weight, support a healthy metabolism and age more vibrantly when they consume more high-quality protein, within calorie goals. And the good news is, beef is an excellent source of protein (20% or more of the Daily Value).”
To sign-up for the Protein Challenge, visit BeefItsWhatsForDinner.com/ProteinChallenge.
To learn more about your checkoff investment, visit MyBeefCheckoff.com.
UNDERSTANDING THE BEEF CHECKOFF PROGRAM
The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States may retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen's Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.
Source: The Beef Checkoff Program
