Holiday Roasting Campaign Heats Up Online

Posted on January 29, 2013

AUSTIN, TX – The Texas Beef Council (TBC) recently launched an online beef roasting campaign in efforts to keep beef top of mind during the holiday season.  The all digital campaign included Facebook, Beef Loving Texans blog and YouTube content to increase engagement and conversation online around holiday roasting.

Knowing and understanding our consumer helps the industry better focus our efforts in reaching the right audience with the right message. Checkoff-funded market research has shown the industry our target audience is the older millennial generation.  Millennials (the generation born from 1980 to 2000, which is now aged 33 at the elder end, to 14 at the younger end) are the largest and most connected generation ever and will make beef-buying decisions for the next 40-plus years. 

It’s estimated that by 2020, their spending will hit $1.4 trillion dollars per year.  Unlike the Baby Boomers, they are engaged in the digital media and are more likely to share their experience widely, especially through social networks. To enhance millennials perception of beef and drive them to more beef purchases, there will be a greater emphasis on reaching them through digital communications.

“We know it’s not simply the use of digital platforms, but how millenials engage on each platform that is important,” said Rachel Chou, TBC senior manager of communications.  “Millennials are more likely than other consumer groups to share their experiences widely, especially through social networks, so we are focusing our efforts on engagement with them through sharable beef content.”

Throughout the holiday roasting campaign, online consumers learned about roasting preparation, cooking tips and much more through informative photo and videos posts.  A total of 159 unique mentions were seen across all social channels, which resulted in 156,264 impressions.  During this period, an 18 percent rise in user conversation on Facebook was noted, with a majority of users sharing the holiday roasting tips.

“The growth of online platforms is creating more opportunities for the checkoff to engage with this generation,” said Amanda Dyer, TBC board member and millennial cattle rancher.  “Based on what millennials say is important to them, your Beef Checkoff Program is working diligently to make real, meaningful connections with these consumers and share with them the great things beef has to offer.”


The Texas Beef Council (TBC) conducts the $1 per head national checkoff program for Texas beef producers and is also the contractor for the Beef Promotion Research Council of Texas (BPRCT), which administers the $1 per head Texas state checkoff program. TBC’s mission is to increase beef demand in the state through programs of beef promotion, research and education. TBC also helps fund national and international beef checkoff programs to increase marketing opportunities around the globe. The BPRCT’s mission is to improve Texas producer profitability by strengthening and expanding beef demand. The TBC and the BPRCT are directed by a 20-member board of cattlemen and women representing the state’s beef producers. For more information on this and other checkoff-funded programs, please visit or call 800- 846-4113.