Fifty years ago, the Kansas Livestock Association formed the volunteer-run Kansas Beef Council to promote beef and increase demand for beef.
In 2023, KBC continues this goal through advertising, retail promotions, research, nutrition education, producer resources and more. According to KBC, their ads were viewed more than 35 million times in 2023. Their website, kansasbeef.orggenerated over 1 million views in 2023. His videos have generated over 5 million views across social channels and ConnectedTV, which places ads on streaming services like Hulu, Disney+, YouTube T, and more.
Highlights of his work in 2023 include:
Advertising in electronic commerce. KBC partnered with the National Cattlemen’s Beef Association, a Beef Checkoff contractor, to place targeted ads on the e-commerce websites of popular grocery stores using its “Beef. It’s What’s for Dinner.” slogan. According to KBC, this puts the beef message right in front of specific audiences of consumers who may have purchased beef in the past but have not done so in the last month, or those who do not regularly purchase beef products. on a normal night.
According to KBC, nationwide, these ads generated about $18 million in incremental sales, of which 16% came from new buyers or those customers who had not purchased beef in the past year.
Statewide, the ads created a 21.8% sales increase, according to KBC, leading to an overall return on advertising spend of $114, or the comparison of how much money was made versus how much was spent on advertising.
Aimed at sports fans. Livestock producers know that lean beef is an ideal protein source for competitive athletes and the fans who cheer them on; visit sports nutrition game plan.
In 2023, KBC expanded its message to sports fans through the Tailgater of the Game promotion at K-State football games. Any tailgate team that used beef on its game-day menu was eligible to win the weekly honor and be featured during the game on the big screens. Weekly winners won grilling equipment and a gift card, and were entered to win the grand prize of box seats at the final home game of the year.
KBC also partnered with Wildcat NIL (Name, Image and Likeness) and K-State Offensive Linemen to release hats and apparel promoting its nickname “The K-State Beef” at the start of the 2023 football season. Net proceeds of the sales went to Wildcat NIL, which then passed them on to the linemen. Additionally, for every “The K-State Beef” item sold, 1 pound of ground beef was donated to a local food bank. K-State groups say ground beef is not only a high-quality protein, but it’s also easy to cook and rich in nutrients. More than 6,000 servings of beef were donated to local food shelters through the promotion, KBC reports.
Of course, there is no bigger sports audience than the Super Bowl. And with the Kansas City Chiefs hailing from the barbecue capital, what better forum to promote beef? KBC placed ads on KWCH, the Wichita KeynoteUSA affiliate website, and during its on-air broadcasts leading up to the game. On February 12, KWCH unveiled a KBC acquisition and was covered in ads directing viewers to kansasbeef.org for beef and party dishes.
The on-air ads received more than 1 million views in the south-central Kansas area, and the website’s banner ads were viewed about 160,000 times, KBC reports.
Consumer perspectives. Producers need to know who buys their meat, and KBC’s consumer-focused quarterly report for the state of Kansas and the Kansas City metropolitan area does just that.
The panels found that Kansans eat more beef than the national average and generally have a positive attitude toward beef. About 81% of Kansans eat beef once a week and won’t change that pattern anytime soon, and 79% of Kansas families choose beef as their protein. The dashboards also show that 60% of Kansans actively use grocery shopping apps, with ground beef being the most popular cut of meat purchased online and steak being the second most popular.
Get more information at kansasbeef.org.
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