CHECKOFF BOOSTS GROUND BEEF SALES
THROUGH MOBILE APP PARTNERSHIP

     A nationwide checkoff marketing initiative conducted earlier this year resulted in more than 631,000 lbs. of ground beef being sold. Through the use of Ibotta, there were about 1.45 million consumer engagements, with 576,000 of those consumers earning rebates by watching beef videos, viewing beef recipes and reading beef messages.
     Ibotta campaign analytics showed when consumers were offered small rebates on ground beef, they also purchased steaks or roasts without monetary incentives. According to Ibotta receipt data, the average user spent $7.80 on beef products as a result of the promotion.
     During the four-week campaign, Ibotta users increased their beef buying overall and decreased the amount of other protein sources purchased. Data showed beef’s protein market share increased by 14%, with beef maintaining a 9% market share increase two months after the campaign ended. The total value of the Ibotta campaign is estimated to be more than $4.4 million.
     Ibotta is a mobile app with 22 million mostly millennial subscribers. Consumers who downloaded the app could browse the grocery category for rebates on fresh ground beef products, unlock the incentives and after reviewing educational information about beef, get cash back on beef items purchased at any grocery store nationwide. The checkoff only paid rebates on verified sales.
     NCBA’s Federation of State Beef Councils invested $600,000 in checkoff reserve funds in the partnership, which started in early January and ended in early February. Individual state beef councils added another $90,000 to boost the campaign in specific areas.

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