Beef Checkoff Focusses on Increasing Brand Awareness for Beef in Second Half of 2022


Oklahoma Farm Report

01 Aug 2022


Senior Farm and Ranch Broadcaster, Ron Hays, visited with the National Cattlemen’s Beef Association’s Senior Vice President of Global Marketing & Research, Jennifer Nealson talking about what her priorities are looking into the second half of the year and going into 2023.


Post Covid, Nealson said they have learned that consumers are now doing more online shopping than before. One of the things NCBA is focusing on, Nealson said, is learning how to put beef in the minds of consumers as they are adding items to their cart online.


“We have been working with national programs and big brands such as Sam’s Club, Walmart, Costco, Kroger, and even McDonald’s, DoorDash, and things like that so we can really take advantage of that online platform when people are making choices for their protein and helping them be enticed to buy beef,” Nealson said.


Nealson said they have done some research over the last 5 years on the effectiveness of the “Beef. It’s What’s for Dinner” campaign aimed to promote the consumption of beef.


“We have seen ‘Beef. It’s What’s for Dinner’ as a top-tier brand,” Nealson said. “In fact, 67 percent of all consumers find that brand to be recognizable.”


Nealson said they have found that consumption directly correlates with brand recognition with the “Beef. It’s What’s for Dinner” brand...


more, including audio [5:54 min.]