MOBeef Update

The beef checkoff is in the heart of checkoff-funded promotions to encourage customers to fire up their grills this summer for America’s favorite protein.

The benefit of partnering with grocery stores is two-fold- we grab consumers in the moment they make their buying decision and we gain the ability to track our effectiveness. We are encouraging consumers to give in to their passion for great-tasting beef by educating them about the health benefits of our protein.

Checkoff-funded point of sale display featuring lean beef was supplied to several grocery chains in Missouri. We are continuing to build on to key relationships with food distributors to reach more stores more efficiently.

Perhaps the most recognizable checkoff-funded promotion is the “Beef. It’s What’s For Dinner” advertising campaign. Missouri checkoff dollars have purchased state-wide radio for May and have offered an advertising co-op to several local organizations that wanted a greater presence in their local area. In an effort to gain the most exposure with the least amount of dollars, several audio news releases and public service announcements have been distributed on grilling technique and food safety tips in addition to full-color recipe pages offered to print publications such as newspapers and magazines.

Meanwhile, national beef checkoff-funded radio advertising continues. There will be
Three national radio flights, two-weeks each leading up to key grilling occasions: Memorial Day, 4th of July and Labor Day. Also, popular retailer promotions such as the Sutter Home/Build a Better Burger® promotion ($50,000 in prizes) continue this year, while an additional partnership with Kraft A.1.® and Anheuser-Busch kicks off Memorial Day. As an added value, Kraft Foods have sponsored coupons for $1 off beef with a purchase of A.1 steak sauce.

For more information on the summer promotions funded by checkoff dollars collected in Missouri, please contact us.