A growing number of protein purchases now are decided on a screen before shoppers ever enter a store. To meet shoppers where they are, the Kansas Beef Council (KBC) helped support a checkoff-funded e-commerce campaign that placed beef ads on a national retailer’s website and mobile app.
Beef. It’s What’s For Dinner.® ads showcased beef’s unbeatable taste, nutrition and versatility. Kansas checkoff dollars helped fund the ads, which ran across the country with added weight in high-population areas. KBC added state funding on top of that effort, running a separate set of ads targeting Kansas consumers to garner state-specific results.
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