Objective

The state-level campaign utilizes ongoing, multi-media channel consumer programs that supplement and/or complement the National Beef Council’s campaign, yet are specifically designed for the Commonwealth of Kentucky. The main two objectives of their annual campaign are:

1. Building consumer awareness of the benefits of beef and the connection that industry has to the Commonwealth (primary)
2. Supporting partnerships and ongoing foodservice efforts with retailers and restaurants (secondary)

Audience

1. Adults 25-64 with HHI of $75K+ who live in Kentucky
2. Farmers and cattle producers from the Commonwealth of Kentucky

Timing

Annual ongoing campaign with a seasonal push for May-September. This campaign changed creative and calls to action seasonally to support regionalized events and shopper behavior of Kentucky consumers. Some examples include the Kentucky Derby, the Kentucky State Fair, fall NCAA football season, spring NCAA basketball season, New Year resolutions and healthy eating, and holiday entertaining and celebrations.

Strategy

We wanted to target the shoppers within the home, as well as the “foodies” that were most apt to be able to make the decision of how and when to incorporate beef into their recipes and cooking. To do that, we used a multi-faceted digital strategy including:

• Programmatic display
• YouTube
• Mobile geo-fencing
• Device ID targeting by location (grocery stores, sporting event attendees, steakhouses, tractor supply/feed and seed stores)
• Social media ads
• Native ads targeting Food and Entertainment sites
• Email targeting

What we delivered

5 Month Total Impressions= 8,174,227
5 Month Total Clicks= 24,112