Senior Farm and Ranch Broadcaster, Ron Hays, is back visiting with the senior vice president of global marketing and research at the National Cattlemen’s Beef Association, Jennifer Nealson, about the Beef Checkoff’s marketing strategy and a new campaign.
Earlier, in 2023, a brand-new beef industry marketing campaign was rolled out called “Together, We Bring More.”
According to the Beef Checkoff, to continue with the visionary reputation that sets Beef. It’s What’s For Dinner. apart, “Together We Bring More” is forming a deeper emotional connection with audiences by celebrating life’s milestones and focusing on how beef can transform our experiences, big or small, into meaningful moments. From a first job promotion to a welcome-home party, all of these memorable events can be more valuable with beef.
This campaign also has the ability to communicate messages that focus on beef’s eating experience, nutrition, how it’s raised and grown, convenience, and versatility – all areas that Checkoff-funded research has identified as directly driving consumer demand for beef.
“This is a new campaign that we are very excited to bring to the market that just launched in April,” Nealson said. “The whole idea of the campaign is that beef brings people together, and we want to connect people with beef and really put those personal stories up for show.”
The checkoff has produced eight different commercials, Nealson said that will roll out on network TV and digital advertising.
“Eighty-five percent of the tested consumers shared that they liked the commercial, and 78 percent found it appealing,” Nealson said.
Because “Together We Bring More” is a three-year campaign, Beef. It’s What’s For Dinner. has the ability to optimize and grow campaign messaging and compile a library of creative assets like never before.
“What we found in our early research before we launched the campaign is every person that we talked to in our focus groups was able to cite a special occasion that is special because of beef,” Nealson said. “Beef brings families together.”
Beef isn’t just a protein, Nealson said, but an emotional tie to how people spend special occasions. The new challenge is not only connecting for those special occasion events, Nealson said, but also everyday moments.
Nealson also talked about how the Beef Checkoff has changed its campaign strategy by increasing the campaign time frame.
“We think by having a longer time horizon in this work we are doing, not only will it be more efficient with the checkoff dollar, but we think consumers will start to recognize it over time,” Nealson said.
The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Ag Network and is a regular audio feature found on this website as well. Click on the LISTEN BAR at the top of the story for today’s show, and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.
