Celebrating the Holidays with Beef
Through new beef recipes, heartwarming holiday beef videos and “The Gift of Flavor” beef digital advertisements, beef was front and center this holiday season. Beef was promoted as the number one protein of choice for parties, family gatherings and simple homecooked meals through the “Together We Bring More” campaign. This campaign forms a deeper emotional connection with audiences by celebrating life’s milestones and focusing on how beef can transform experiences, big or small, into meaningful moments. Here’s the rundown on how beef is being promoted this holiday season.
Beef Leading the Screens
Consumers saw Beef. It’s What’s For Dinner. ads across Connected TV streaming services like Paramount +, Disney+, DirectTV and Hulu as well as traditional TV channels like NBC, ABC, Discovery Fox, News, CBS News, CNN, NFL Network, ESPN and HGTV. Additionally, the ads were seen on YouTube and on Google within consumer’s favorite websites and on streaming audio platforms. Watch the advertisement encouraging consumers to enjoy moments together and cook up holiday memories with beef.
Watch more of beef’s holiday videos being pushed across TV, social and digital platforms.
Consumers were also encouraged to join in the fun on Beef. It’s What’s For Dinner.‘s social channels. Engaging content around things like Friendsgiving, Hanukkah and a 12 days of holiday sweepstakes allowed followers to win official Beef. It’s What’s For Dinner. swag and cookbooks. The campaign shared brand new beef recipes to bring friends and families together. Check out the new beef holiday recipes.
Influencer Partnerships
Beef. It’s What’s For Dinner’s. culinary influencer partners have followers who see them as trustworthy experts. In turn, these influencers often have significant sway over their audiences’ purchasing decisions. Their recommendations help Beef. It’s What’s For Dinner. expand their reach, messages and recipe portfolio. That’s precisely why influencer marketing has become an essential tool for the Beef Checkoff as it continues to drive beef demand.
This holiday season, influencer efforts included some fantastic content like a Cranberry Glazed Tenderloin from Savory Experiments and a Smoked Coffee Rubbed Prime Rib Roast with Horseradish Crème Fraiche from Chef Tim Hollingsworth.
Also, Beef. It’s What’s For Dinner. hosted a number of influencers at the Chef’s Table influencer dinner, which was in partnership with FeedFeed, one of the world’s largest social media food & lifestyle publications fueled by a worldwide community of home cooks, foodies and food industry pros. This group experienced beef dishes and wine pairings for the holidays.
Results
The Beef Checkoff brand marketing team is optimistic about the expected results of the holiday “Together We Bring More” campaign. The outcome is expected to be in line with the “Together We Bring More” summer grilling campaign, where the videos attracted more than 100 million views.
As the holiday festivities come to an end, beef was positioned as the ultimate protein of choice for festive occasions and everyday meals. Beef. It’s What’s For Dinner. will continue to show that beef has not only claimed its place on the table but has become synonymous with the warmth and flavor of the season.
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.
