Austin Hill was first to the checkered flag, and the beef, as he won the 41st season-opening race for the NASCAR Xfinity Series – The Beef. It’s What’s For Dinner.® 300. For the second year the Federation of State Beef Councils, on behalf of the Beef Checkoff, partnered with the Daytona International Speedway to sponsor the race one day ahead of the legendary DAYTONA 500.
“From the shared emphasis on family values and legacies in both racing and cattle farming and ranching to the love of beef on the grill, beef, and NASCAR just makes sense,” said Brad Hastings, 20 22 National Cattlemen’s Beef Association (NCBA) Federation Division Chair. “The partnership also provided an opportunity for the Beef. It's What’s For Dinner. brand to be back on TV, reaching younger and increasingly diverse NASCAR fans across the nation.”
Throughout the week, the Beef. It’s What’s For Dinner. the midway tent was a fan favorite. Free race day sliders, fans testing their skills on roping dummies, and an interactive social media photo booth provided the ultimate beef experience. Additionally, campers and tailgaters sported signs showing they were grilling beef and, in return, were surprised with beef merchandise such as hats, shirts, and bags.
Finally, the Beef. It’s What’s For Dinner. brand was also showcased in advertising during the race on Fox Sports 1, on the racetrack big screen, and on signage throughout the Daytona International Speedway property.
The Ohio Beef Council (OBC) recently promoted a Super Bowl social media campaign. The Cincinnati Bengals made it to the big game for the first time since 1989, and beef was the center of many celebrations. The social media campaign ran on Instagram, Facebook, and Twitter. The content was interactive and provided consumers with game-day recipes that can be found on Ohiobeef.org. OBC reached over 24,816 consumers who viewed the content, and 554 visited Ohiobeef.org through this social media effort.
OBC partnered with the influencer/blogger, Molly Thompson from What Molly Made in January for a social media and food blog promotion that reached over 62,769 consumers between January 25th and March 1st. The campaign's goal was to drive a new and delicious way to enjoy beef as a part of a healthy new year.
A custom recipe post and social media shares encouraged engagement and trial of beef as a healthy ingredient. Molly posted one recipe post on her blog for an easy sweet potato beef taco skillet. The post taught readers that exercise is more effective for weight management when paired with protein, like beef. And that beef is an excellent source of your daily amount of protein and B vitamins. The Beef taco skillet was shared on Instagram, Facebook, Twitter, and Pinterest.
OBC recently partnered with NCBA, a contractor to the Beef Checkoff, to promote a BIWFD 300 and game-day ad campaign on Chicory that ran from January through February.
Chicory is a digital shopper marketing platform that makes it easy to add ingredients from recipes to consumers' shopping carts and drive beef sales back to Kroger and all their banners. The BIWFD 300 and game-day ads ran on over 1,500 sites, and advertising in recipes made the content more shoppable. The campaign successfully reached just over 5 million consumers, with 18% adding beef to their cart from the advertisements.
Erin Stickel, Bowling Green, Chairman • Bill Sexten, Washington C.H., Vice-Chairman Stan Smith, Canal Winchester, Treasurer • Mandy Atterholt, Loudonville • Lou Ellen Harr, Jeromesville Stephanie Harris, St. Clairsville • Bret Layman, Johnstown • Jake Osborn, Lynchburg Becky Reed, Springfield • Sam Roberts, South Charleston • Allan Robison, Cable Ben Seibert, St.Mary's • Susie Turner, Somerset • Kris Vincent, East Canton • Barb Watts, Alexandria • Elizabeth Harsh, Executive Director
The Beef Checkoff is a producer-funded marketing and research program designed to increase the demand for beef. The Ohio Beef Checkoff assesses $2 per head on the sale of live cattle. The Beef Checkoff is remitted to the Ohio Beef Council by the 15th of the month following the month of transaction. For example, all Beef Checkoff funds collected during January are due by February 15. The Ohio Beef Council is required by federal law to collect a two percent late payment charge on all Beef Checkoff assessments due and not postmarked by the 15th of the month.