With summer heating up, the National Cattlemen’s Beef Association (NCBA) on behalf of the national Beef Checkoff, is kicking off the Western States Regional Campaign. The goal of this campaign is to inspire consumers in the Western U.S. to choose beef as the protein of choice for their outdoor grilling meals.
The campaign will include video ads on YouTube that feature beef’s new spokesperson, Tony Romo, Google paid search digital ads, and summer grilling audio ads on Spotify. The video, digital, and audio ads will be targeted to consumers in Nevada, Arizona, California, Oregon, Washington, Idaho, and Montana, and is funded by state beef councils from Idaho, Iowa, North Dakota, and Montana. Media spend will follow the relative consumer population of the seven states where ads will be targeted.
This regional campaign will mirror the national summer grilling campaign flight, which will run the length of the summer, from June 6th through August 30th, in order to capitalize on the peak summer grilling season.
Funding for this campaign helps to keep beef top-of-mind for Nevada consumers during the summer grilling months and allows the Nevada Beef Council (NBC) to extend state-level producer checkoff dollars into other promotions. One of the NBC’s values is to use beef checkoff dollars effectively and efficiently, and this campaign partnership does just that. That makes summer grilling a campaign producers can feel good about.
By Makenzie Neves, Manager of Producer Education & Engagement