State and National Assets – Working Together to Stretch Your Dollar

The Cattlemen's Beef Board's national team plays a crucial role in enhancing producer communication efforts in Missouri. "The Drive" is a quarterly publication from the Cattlemen's Beef Board (CBB) sent out nationwide. This complimentary editorial contains information on research, Beef Quality Assurance, exciting and tasty recipes, and many other producer-facing topics. Each publication is unique, and an added benefit provided to us is that it can be customized to include state specific materials as well. As the representatives of Missouri ranchers and cattlemen, we include an insert in each publication, bringing you the latest news about beef in Missouri, making it a must-read resource.

Consumer dashboards, a revolutionary tool shaping the future of the Beef Industry, are provided by the Federation of State Beef Councils. These dashboards, generated quarterly, include participating states and a national overlay. A standardized questionnaire is shared online with consumers to gain insights on topics including consumption of proteins, attitudes toward future purchases, and overall protein satisfaction. A final report provided to the state's respective council gives a snapshot of how consumers within a state compared to the national sample in areas such as consumption, perceptions, and consideration factors. This innovative resource provides the team here at MBIC with a clear outline of what will help drive consumers to the beef section at the grocery store, sparking new ideas and strategies.

In efforts to remain relative in a digital world, MBIC has joined forces with staff at the Federation of Beef Councils to share in the national Beef. It’s What’s For Dinner. digital advertising campaign. The goal of this campaign is to reach and engage with consumers in Missouri through digital advertising. The campaign features video ads on Connected TV (CTV), with ad placement across popular sports channels like ESPN, Fubo, and Fox Sports; in addition to entertainment channels such as A&E, CBS, Hulu, Peacock, and the Food Network. This summer grilling campaign, which showcases beef as a delicious, safe, and nutritious protein option, is projected to receive over 75,000 video views, with complementary audio ads present on streaming platforms such Spotify and Pandora.

Continually looking for new and interactive ways to engage with consumers in a creative way, MBIC recently wrapped up a partnership with ABC17, a central Missouri news station. Adding a lil’ extra sizzle to May as Beef Month, ABC17 (which includes ABC17, FOX22, METV, and MYZOU TV), hosted a grilling contest enticing Missouri consumers to send in a picture of their grill loaded with their favorite beef cuts. The campaign generated approximately 81,000 impressions and resulted in a collection of delicious beef recipes from Missouri consumers. Additionally, MBIC will continue to take part in monthly “homepage takeovers” on the station’s website, providing the opportunity for countless beef consumers to connect with versatile beef recipes and the Missouri Beef brand.