In response to the changing societal norms brought on by the coronavirus, the Kansas Beef Council (KBC) has increased its digital advertising to emphasize more retail purchasing information and is providing cook-at-home meal solutions for Kansas consumers.
With more people at home and online, the ramped-up digital strategy is targeting users with beef cooking tips, nutritional information and production-oriented messaging. As a result, the checkoff-funded effort reached more than 300,000 people with over 600,000 impressions between March 16 and March 24. In addition, digital promotion efforts during this time frame generated more than 14,000 web page views and 22,000 video views. KBC also has reached out to traditional media outlets with information on how ground beef is the perfect option for consumers looking to cook a delicious and nutritious meal at home.