The new digital "Beef. It's What's For Dinner" advertising campaign is off to a tremendous start, with exciting new creative elements and more information to reach the important millennial consumer.
The idea of "social" plays a big role in meal inspiration, instruction and sharing, with more than 300 million social media posts per month. That's why the millennial influence and explosion of digital media led the beef checkoff to develop five new BIWFD recipe videos ("Beef. It's What's For Dinner." video playlist) on the BeefItsWhatsForDinner.com website. These "no-recipe recipe" videos offer millennial consumers — who are just beginning to learn how to cook with beef — easy yet delicious ways to fit beef into their lifestyles. The website also features new tips and techniques for preparing winning beef meals and an update about beef's "Power of 10" essential nutrients.
"No matter what incarnation beef takes — a lean burger, stir fry, within a salad, etc. — it ties the meal together," said Claire Thomas, video director. "These videos are all about simple meals, and the clever, easy strategies to make them great."
Using digital media means customizing the right information at right time to the right consumers. For the older generation, that may feel like advertisers are intruding on their privacy. On the other hand, research indicates that the millennial generation, which is beef's primary target for the new ad campaign, is asking that the information be delivered to them, when they want it, how they want it. They actually feel that advertisers are making it more personal.
The integrated media strategy for the campaign, including Facebook and Twitter, generated about 65 million impressions during the campaign's first three weeks. The BIWFD Facebook page now has more than 825,000 "fans," providing a strong community for beef-loving consumers to share recipes and information.
Partnerships with other websites reaching millennials and interested in food have generated about 9 million high-quality impressions. These websites include Parents.com, Allrecipes.com, Myrecipes.com, FoodNetwork.com and others.
Watch for more more details about the ad campaign social/digital components in the coming months. For more information about your beef checkoff investment, visit MyBeefCheckoff.com.