State Beef Councils Push Families in Motion Campaign

Lizzy SchultzAg Group, Beef, Beef Checkoff, Communications, consumer

Beef checkoff Focusing on a new national Families in Motion campaign from the Beef Checkoff Program, state beef councils are continuing to step up to extend digital advertising and promotion for beef across the country.

The campaign, designed to reach millennial parents ages 25-34, was launched in late June, and is targeted to cooking and/or health enthusiasts who are open to inspiration about their meals and seeking assistance on what to prepare for their families. Digital media purchases for the campaign will continue through October.

The campaign includes cooking techniques, nutrition information and recipes that are promoted through a wide variety of digital platforms, including Facebook, Twitter and Pinterest, as well as Google search and banner advertising.

The campaign also includes partnerships with online food sites Food52 and TasteMade, which provide helpful food and meal suggestions to many millennial consumers.

The Families in Motion campaign runs into October, but many of the state organizations will continue to utilize the campaign in its blog posts or with continued retail partnership. Some states plan to invest in a future round of the video campaign.

“It’s just the beginning,” said Meghan Pusey, senior director of integrated communications for the National Cattlemen’s Beef Association. “Through checkoff-funded research we’ve developed more direct creative ideas and content. We will leverage what’s created well into the spring and apply learnings for new creative approaches for years to come.”