20.12.2018 Views

Brand Update 2018: Year in Review

The Certified Angus Beef ® brand unites a community from gate to plate focused on quality, and is known worldwide as the best Angus beef available. View our 2018 Brand Update for an overview of the people, initiatives and relationships that fueled a 14th consecutive year of growth and the fulfillment of our mission since 1978: to create demand and add value for Angus cattle, and support the family farmers and ranchers who raise it.

The Certified Angus Beef ® brand unites a community from gate to plate focused on quality, and is known worldwide as the best Angus beef available. View our 2018 Brand Update for an overview of the people, initiatives and relationships that fueled a 14th consecutive year of growth and the fulfillment of our mission since 1978: to create demand and add value for Angus cattle, and support the family farmers and ranchers who raise it.

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Answer<strong>in</strong>g that question is essential to help<strong>in</strong>g<br />

consumers fully appreciate the brand’s quality<br />

and the superior eat<strong>in</strong>g experience it can<br />

provide. That’s why it’s essential to meet<br />

consumers — from novices to experts — where<br />

they are, by shar<strong>in</strong>g the tools they need to be<br />

successful <strong>in</strong> the kitchen.<br />

Social media <strong>in</strong>fluencers and bloggers like<br />

Dial are an important part of that approach,<br />

because their endorsement offers a level of<br />

credibility that can’t be achieved otherwise.<br />

In the past year, the brand’s Test Kitchen,<br />

where recipes and cook<strong>in</strong>g techniques are<br />

developed, tested and perfected by the<br />

<strong>in</strong>-house chef team, welcomed several social<br />

<strong>in</strong>fluencers for crossover opportunities.<br />

The most popular were Facebook Live videos,<br />

where consumers could take a virtual seat <strong>in</strong><br />

the Test Kitchen while one of the brand’s<br />

chefs and a guest <strong>in</strong>fluencer presented a<br />

recipe or highlighted a technique. Viewers,<br />

often people who are passionate about<br />

cook<strong>in</strong>g, barbecue and other cul<strong>in</strong>ary<br />

topics, asked questions, engaged with the<br />

experts <strong>in</strong> real time and played an active<br />

part <strong>in</strong> the conversation.<br />

Video is <strong>in</strong>creas<strong>in</strong>gly how stories are told<br />

onl<strong>in</strong>e, and cook<strong>in</strong>g is a topic ideal for<br />

the medium. Whether recorded <strong>in</strong> the<br />

Test Kitchen, on the road at barbecue or<br />

grill<strong>in</strong>g events, or <strong>in</strong> a studio, food videos<br />

connect with different types of audiences<br />

and promote the brand <strong>in</strong> the digital space.<br />

Whether it’s a 30-second video highlight<strong>in</strong>g<br />

a family-friendly weeknight meal idea or a<br />

long-form, step-by-step exploration of an<br />

advanced technique, the goal is the same:<br />

give the viewer the tools they need to choose<br />

and prepare the Certified Angus Beef ® brand<br />

with confidence.<br />

“When I’m at a store, I<br />

know that if I see that<br />

logo, it’s go<strong>in</strong>g to be a<br />

quality piece of meat.”<br />

David Dial, SpicedBlog.com<br />

ENGAGING ASPIRING<br />

GRILL MASTERS<br />

<strong>Brand</strong> partners also use video more and<br />

more to boost engagement and build<br />

customer loyalty. Giant Eagle created a<br />

six-part, web-based cook<strong>in</strong>g video series,<br />

“Raise Your BARB-IQ,” featur<strong>in</strong>g brand Test<br />

Kitchen Chef Gav<strong>in</strong> P<strong>in</strong>to, <strong>in</strong>troduced to<br />

consumers via circulars and social media.<br />

Customers who watched all six videos were<br />

rewarded with a “Certified Grill Master<br />

BRAND UPDATE<br />

18<br />

The grand prize <strong>in</strong> Giant Eagle’s Raise Your Barb-IQ promotion<br />

was a weekend cook<strong>in</strong>g class at the brand’s Cul<strong>in</strong>ary Center.<br />

Certificate,” as well as a chance to w<strong>in</strong><br />

the grand prize. That featured a visit to<br />

brand headquarters <strong>in</strong> Wooster, Ohio, for a<br />

weekend of cook<strong>in</strong>g classes at The Cul<strong>in</strong>ary<br />

Center, and a visit to a local Angus farm.<br />

Attendees even put their skills to the test<br />

dur<strong>in</strong>g a cook-off.<br />

BEEF FOR BRUNCH<br />

ON NATIONAL STAGE<br />

The brand’s goal of educat<strong>in</strong>g consumers was<br />

realized before a national audience, when<br />

Executive Chef Ashley Breneman, herself a<br />

mother-to-be, was <strong>in</strong>vited to share an easy yet<br />

elegant Mother’s Day steak recipe on Fox &<br />

Friends Sunday edition. Besides serv<strong>in</strong>g 75 special<br />

guests at the show’s New York City studio plaza,<br />

Breneman offered on-air advice to millions of<br />

viewers, position<strong>in</strong>g the Certified Angus Beef ®<br />

brand as the very best Angus beef and offer<strong>in</strong>g<br />

practical tips for home cooks everywhere.

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