Northeast and Mid-Atlantic consumers were encouraged that “United We Steak” this 4th of July through an Ibotta beef promotion campaign that launched July 1. The campaign utilized a tiered redemption system focused on targeting non-beef users and encouraging repeat beef purchases.
Ibotta is a consumer mobile app that has a subscriber base of 24+ million mostly millennial consumers. In the campaign, consumers who downloaded the app could browse the grocery category for small rebates on fresh ground beef products. Rebates could be unlocked after viewing educational information about beef through a grilling recipe or a Beef It’s What’s For Dinner Video reel to get cash back on the beef items they bought at any of the Ahold banner stores (Food Lion, Hannaford, Giant of Landover, Giant of Carlisle, Martin’s and Stop & Shop) as well as Weis Markets, Giant Eagle and Redner’s Markets. Over 2,900 East-coast retail locations were involved in the summer beef campaign.
A total of three beef rebates were offered to established beef users as well as new or non-beef users, with a value ranging from $0.15 - $1.00 off a package of beef purchased. The goal of the rebate structure was to incentivize non-beef users to become beef users and ultimately shift from ground beef to beef steaks. Beef users were offered a smaller valued rebate for ground beef and a second offer for a beef steak after the ground beef had been purchased to encourage repeat purchases. The campaign ran for a total of 11 days and a rate of 30.8% redemption. As the country continues to see a ripple effect in the supply chain market as a result of COVID-19,it was encouraging to see that consumers still had beef top of mind when it came to grilling this Independence Day. In total, the campaign saw over 1.9 million brand impressions with 105,176 consumers engaged with the beef recipes, United We Steak video content, and educational tips, and over 32,443 beef rebates redeemed.
The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States may retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen's Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval. Internal links within this document are funded and maintained by the Beef Checkoff. All other outgoing links are to websites maintained by third parties.
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