The Kansas Beef Council (KBC) partnered with the national food and fitness blog Meal Prep on Fleek for a collaboration that focused on sharing beef recipe videos and research on the benefits of adding lean beef to the diet. There were nearly one million digital impressions of the videos and blog content.
This checkoff-funded partnership with the predominantly millennial- and generation Z-focused influencer, who also sells reusable meal prep containers that can be found at Target, Dillons and Kroger, occurred from July to October. KBC staff selected the recipes, filmed the videos, produced photography and collaborated on blog content showcasing the beef recipes from the “Beef. It’s What’s for Dinner” website and the meal prep containers from the influencer. Meal Prep on Fleek distributed the content to followers through websites and social media accounts.
“Collaborations like these are a judicious use of checkoff funds because it allows KBC to leverage relationships with influencers to very efficiently get pro-beef content in front of large numbers of urban consumers that need to see it,” said KBC Executive Director Kevin Thielen. “The fact that we can do these types of programs in-house makes us even more efficient at these types of demand-building programs.”