2012 Beef Board Annual Report - Cattlemen's Beef Promotion and ...

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Promotion Consumer Advertising With a spotlight on beef’s delicious lean cuts, the FY 2012 beef checkoff “Profiles” advertising campaign worked to educate consumers on the healthfulness of beef while reinforcing consumers’ passion for the product. The checkoff advertising campaign appeared in 26 national magazines, including Women’s Day, Parenting, Food Network Magazine and Men’s Health, and on satellite radio throughout the summer, working to shift consumer perceptions about beef in a positive way. Data from the Annual Advertising Tracking Study showed the power of the messaging with results of a 15 to 20 percent increase in the positive perceptions of beef. The checkoff’s Facebook advertising campaign proved to be a huge success, generating more than 334,000 new fans on the “Beef. It’s What’s For Dinner.” page, who engaged with the beef checkoff by sharing, linking and commenting a total of 701,222 times. The consumer advertising program also secured more than $1 million worth of free media space to bring the concept of family farms to life for consumers. These full-page “advertorials” appeared in popular consumer publications such as Sports Illustrated, Cooking Light and Redbook. Foodservice Steak Verrine, one of the recipes featured in the foodservice BEEFlexible advertising campaign, ranked #1 among Flavor & the Menu readers according to the publication’s Signet AdEffect Study. Food Arts magazine recognized the ad for its outstanding readership response measured through face-to-face interviews with a national sample of readers. The 2012 BEEFlexible campaign generated significant leads through the new foodservice “Idea Bank,” one of the most requested pages on BeefFoodservice.com. More than 30 leading research and development chefs from nationally recognized companies — including Applebee’s, Whole Foods Markets, HEB, Tyson and Cargill — attended the “beef-immersion” course at the Culinary Institute of America at Greystone. Chefs received training in culinary innovation, butchering techniques and cooking with alternative beef cuts. Current industry issues such as product sustainability, environmental stewardship and safety were also discussed. Genevieve Lyons Church Point Andy Salinas Marion Larry Echols Gap Mills, WV Paul Kent Mora John Schafer Buffalo Lake Mike McCormick Union Church Brenda Black Deepwater Kevin Frankenbach Hannibal Howard Hardecke Springfield 6 LA MI Mid-Atlantic MN MN MS MO MO MO
Retail Food City and the beef checkoff introduced four American Heart Association (AHA)-certified extra-lean beef cuts that meet the AHA criteria for saturated fat and cholesterol. Ninety-four Food City retail stores in Kentucky, Virginia and Tennessee displayed the powerful Heart-Check mark on fresh beef packages, promoting beef’s role in a healthy diet and driving nutrition-conscious shoppers to the meat case. A refreshed version of BeefRetail.org was launched to make it easier for retailers to access information to support beef sales at the retail meat case, and as a resource for market intelligence, shopper trends and more. New Product & Culinary Initiatives Convenient Fresh Beef provides consumers with a variety of fresh and convenient beef product ideas, which help make beef a “fast food” by allowing consumers to have a delicious fresh beef meal in less time than it would take using standard cooking methods. Beef will be sold either in “starter kits” with seasoning packets or in special microwave packaging. Promotion The checkoff partnered with Garret Foods to launch three new hand-held products this summer: Beefy Queso Bites, Philly Steak Bites and Reuben Bites. These products are great for on-the-go consumers or as appetizers “at-home” or at casual theme restaurants. The checkoff’s Culinary Innovations Team developed over 15 new recipes responding to culinary trends and popular ethnic flavors. These new recipes turn simple ground beef and top sirloin steak into chef-caliber dishes and can be found on BeefItsWhatsForDinner.com. Veal To date, more than 1 million people have read how chefs across the country are inspired to create fresh veal dishes.Veal breast was the spotlight ingredient in Food Arts magazine’s “Mystery Basket,” a feature that provides three chefs with a box of mystery ingredients and challenges them to create an innovative dish. A National Culinary Review article titled, “Veal’s the Real Deal,” showcased interviews with top corporate chefs, including Bravo/Brio Restaurant Group and Fleming’s Prime Steakhouse. “Veal Made Easy” was launched on Twitter and Facebook and reached over 1,000 “likes.” Leon Kreisler Salem Leo McDonnell Columbus Linda Nielsen Nashua Lyle Peterson Hathaway Al Davis Hyannis Kristy Lage Arthur Judy Reece Valentine Doug Temme Wayne Sherry Vinton Whitman MO MT MT MT NE NE NE NE NE 2012 Beef Board Annual Report 7
Page 1 and 2: Funded by the Beef Checkoff. Workin
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