Fri, 02 Sep 2022 08:53:08 CDT
Today’s Beef Buzz is a special “best of” edition where Senior Farm and Ranch Broadcaster, Ron Hays, is visiting with the National Cattlemen’s Beef Association’s Senior Vice President of Global Marketing & Research, Jennifer Nealson talking about what beef marketing priorities are looking like going into the second half of the year and going into 2023.
Post Covid, Nealson said they have learned that consumers are now doing more online shopping than before. One of the things NCBA is focusing on, Nealson said, is learning how to put beef in the minds of consumers as they are adding items to their cart online.
“We have been working with national programs and big brands such as Sam’s Club, Walmart, Costco, Kroger, and even McDonald’s, DoorDash, and things like that so we can really take advantage of that online platform when people are making choices for their protein and helping them be enticed to buy beef,” Nealson said.
Nealson said they have done some research over the last 5 years on the effectiveness of the “Beef. It’s What’s for Dinner” campaign aimed to promote the consumption of beef.
“We have seen ‘Beef. It’s What’s for Dinner’ as a top-tier brand,” Nealson said. “In fact, 67 percent of all consumers find that brand to be recognizable.”
Nealson said they have found that consumption directly correlates with brand recognition with the “Beef. It’s What’s for Dinner” brand.
“We know that investing in this brand and being upfront with our brand is driving the purchase of beef,” Nealson said. “When you look over the hood a little bit though, with brand recognition, we have discovered over time the 18 to the 34-year-old category has less awareness of that brand.”
NCBA is starting to turn its attention to not only expanding the awareness and keeping that equity broadscale, Nealson said, but also reaching into the hearts and minds of the younger generations so they can continue to depict beef as the older generation does.
The ‘Beef. It’s What’s for Dinner’ 300 at Daytona International Speedway, Nealson said, will be returning again this year for the third time.
Brand awareness for beef, Nealson said, means focusing more on broadcast and helping people have a fandom for beef.
“One of the reasons we believe that brand awareness has somewhat been depleted over time is that with all of the sophisticated ways we market now, it allows brands to get very targeted with their communications,” Nealson said. “So, we have done just that. What we are learning is that we need to be targeted and we also need to go broad.”
In addition to working with the Beef 300 at Daytona, Nealson said NCBA is working with Tony Romo as a spokesperson to help appeal to a broader audience and the younger generation.
Click the LISTEN BAR below to hear more from Ron Hays and Jennifer Nealson talking about brand awareness for beef.
The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Network and is a regular audio feature found on this website as well. Click on the LISTEN BAR below for today’s show and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.