At the Nevada Beef Council, we know how important it is to maximize the effectiveness of your dollar contribution to the checkoff. We are constantly working to leverage our budget to give you, the producer, the most return on your investment. One way we are able to do so is by taking advantage of national campaigns by working with the national checkoff and utilizing the other half of your beef checkoff dollar.
The National Cattlemen’s Beef Association (NCBA) is a contractor to the national Beef Checkoff program, and manages the Beef. It’s What’s For Dinner. brand. One of the ways in which NCBA extends the beef brand messaging is by conducting foodservice and retail e-commerce partnerships on a national level with the 50 cents allotted by the checkoff.
Recently, NCBA, on behalf of the national Beef Checkoff, partnered with the big box retail chain, Sam’s Club, to support retail beef sales for the 2021 holiday season. Beef. It’s What’s For Dinner. ads ran on Sam’s Club digital platforms – including on their website, mobile app, and online holiday entertaining page. Nevada has a total of seven Sam’s Club stores in the state that were included in this nationwide e-commerce campaign.
The campaign ran November 3 through December 22 2021 and reached a total of 3.1 million people across the country. It resulted in $8.7 million in incremental beef sales providing a $41.72 return on ad spend (ROAS). Campaign results also showed 8% of Sam’s Club shoppers were new to the beef category during the promotional holiday timing.
The Sam’s Club campaign was a successful investment for the Beef Checkoff and Nevada beef producers. The Nevada Beef Council looks forward to the challenge of finding creative ways to invest Beef Checkoff dollars in the most economical and efficient strategies possible. Check out our website, nevadabeef.org, for more information about what the Beef Checkoff doing on your behalf.
By Makenzie Neves, Manager of Producer Education and Engagement