Radio messaging targeted both consumer and foodservice audiences alike reminding listeners that United, We Steak. The campaign consisted of various outreach efforts that connected consumers to those food establishments open and ready for business through takeout and delivery options during limitations on dining opportunities. Much of the NYC- metro area was deeply affected by the lockdown and restrictions which led to foodservice operators looking to spread the word that they were still open and ready to serve their customers’ favorite meals no matter the status of the state.
As many of these area restaurants and dining establishments remained open during a time of uncertainly, the NEBPI reached out to several businesses featured on the takeover webpage ready to return the favor through outreach support. Foodservice operators were contacted both through social media targeted ads as well as digital e-newsletters, making them aware that the NEBPI serves as a resource for all things beef in the Northeast and a first time introduction to the Beef Checkoff. The customized website offered consumer data links, educational infographics, and a quick submission form for any Beef Checkoff material requests. Through these digital efforts, the NEBPI hopes to build relationships with many of the foodservice establishments in the upcoming future as the foodservice community begins to rebuild and rebrand as the “new” normal develops.
Consumer listeners also had an opportunity to engage with the Checkoff by entering -to-win a grill-at-home prize pack through the completion of a survey. Of the 16 entries to the Takeout Beef Tonight Survey, 94% stated that they have a positive opinion when it comes to beef with over 60% of consumers stating they would request beef during their next takeout/delivery order. In total, this outreach opportunity had a reach of over 1.5 million and roughly 400 individual engagements with Beef Checkoff content.
As events continually evolve surrounding COVID-19, the NEBPI will continue to seek to understand our supply chain partners’ challenges and how to best serve as these operators look to the months ahead. If you or someone you know is a Foodservice or Retail operator located in the Northeast Region and are looking for support for your operation, please feel free to submit a request form here.
For more information about beef promotion in the Northeast region, please visit the homepage.
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.