September 2020 | Program Adjustments
Texas Beef Council (TBC) is aware of the current market conditions and is adjusting the short-term strategic direction of programs. The Beef Checkoff is designed to build demand for beef products, and TBC will continue to proactively and efficiently invest checkoff dollars to promote beef to consumers while the world deals with the novel coronavirus.
We are evaluating real-time digital insights and analytics about consumer behavior and trends to efficiently and effectively adjust TBC programs to meet consumer needs and successfully continue to inspire beef meals. Below is a summary of program changes during the COVID-19 pandemic.
BLT Advertising & Content
- The ‘All Plates of Life’ advertising campaign is still being implemented as planned through programmatic digital, social media, streaming radio, and streaming TV.
- Paid and social communication for Beef Loving Texans focuses on cooking at home, grilling, freezer meals, leftovers, and ground beef.
- In response to spikes in holiday searches on Pinterest, advertising dollars were shifted to promote holiday content on that platform earlier than planned to take advantage of consumer search trends.
- The Texas Monthly content partnership highlighting three long-standing Texas food companies continued as planned with copy rewrites to be more mindful and relevant to our foodservice/restaurant situation. The copy encouraged take out and restaurant support in the text.
- In order to continue to create high-quality content that can be promoted across digital channels, TBC partnered with chefs and social influencers to create videos, recipes, blogs, and social posts that highlight beef as a preferred protein.
- Because TV stations have closed their newsrooms, we've created virtual cooking segments from the homes of our spokespeople with recipes with few, simple ingredients and those focused on outdoor activities like camping.
- Texas Beef Team is using its reach to help fight hunger in Texas communities during COVID-19. Team members volunteered or donated food at their local food bank. Members have been encouraged to donate foods that will nourish people during these difficult times such as whole grains, fruit, vegetables, and beef.
Nutrition & Health
- Staff continues to bring evidence-based information about beef in a healthy diet to health professionals through virtual presentations and digital content.
- Social media has been leveraged to bring nutrition professionals together in a fun and interactive way around beef in a healthy diet.
- The Raw Truth About Beef, an online immersion experience, has provided staff the opportunity to share the beef production story with Registered Dietitians, dietetic interns, and many others during a time when in-person tours and events are limited.
- In-store program launches are expected to begin for August and September including: St. Genevieve Wine and Fiesta spice in-store offer; 'Taco like a Texan' program with iHeart Radio and Gallo Wine; Partner programs with Albertsons
- The Texas ProStart High School Culinary Educators Training Conference was held virtually in July, with all demos and sessions being available on-demand for attendees. TBC held numerous sessions including a beef industry update, beef cut chart reviews, The Raw Truth about Beef online education overview and a variety of culinary demos.
- Texas Chefs Association and The American Culinary Federation conventions have been moved to a virtual platform. TBC will hold education sessions including a panel discussion at the ACF Convention focused on the impacts of COVID-19 on the beef supply chain and insights on navigating through the disruptions. Panelists include Chef Kelly Cook, president of the Texas Chefs Association; Dr. Davey Griffin, professor and extension meat specialist at Texas A&M; and moderated by Russell Woodward, senior manager at TBC.
- The brand new Beef Loving Chefs Podcast launches in August with new episodes scheduled each week for a total of ten episodes in season one.
- Also to keep engaged with the Texas Foodservice community, staff is working with Texas chefs to produce chef-driven beef culinary demos and content for distribution across TBC social media channels along with distribution of new Beef Loving Chefs merchandise to chefs across the state.
- Staff will continue to promote the Raw Truth About Beef online immersion experiences for chefs to learn about beef production. Promotion and distribution of Raw Truth materials for culinary teachers, ag teachers, and dietetic internship coordinators will continue throughout Texas and the nation as distance learning increases.
U.S. Meat Export Federation (USMEF) International Programs
- USMEF, a contractor to the Beef Checkoff, works with countries worldwide to increase U.S. beef exports, and they are accustomed to the constant change in the international marketplace. The team is adjusting its messaging accordingly as the situation differs from country to country. The team has seen shifts in demand from foodservice to retail and delivery in Asia but also sees foodservice demand slowly rebounding. They continue to emphasize the integrity of U.S. beef and the reliability of the U.S. as a trading partner. Although some key international events have been canceled, USMEF’s 19 worldwide offices are conducting events as allowed in their respective countries, and if that changes, will switch to online/webinar-based conversations.
For national checkoff program updates from Cattlemen's Beef Board visit: https://www.beefboard.org/2020/07/02/current-programming-updates/