As part of its Northeast Beef Promotion Initiative (NEBPI), the beef checkoff partnered with New York City based online fresh-food grocer FreshDirect on a healthy-eating campaign during the retailer’s February “Month of Love.” FreshDirect shoppers were encouraged to treat their loved ones to a delicious home-cooked beef dinner during the “Month of Love, and the grocer promoted two lean beef cuts during the campaign -- the tenderloin and top-sirloin filets.
“This program is an excellent example of a close collaboration with a great partner to delight our customers with engaging content,” said Michelle Harmon-Madsen, FreshDirect Brand Partnerships. “Fresh ingredients are at the heart of FreshDirect's business, and delicious recipes proved to be great inspiration for weeknight dinners as well as special occasions.”
Campaign elements included on-pack beef recipe and nutritional labels for the tenderloin filet, marking a 40-percent increase in volume of the cut at FreshDirect compared to the same period last year. The featured tenderloin recipe was from the recent checkoff-funded advertising campaign, “Beef Filets with Ancient Grain and Kale Salad.” A halo effect from the promotion of the tenderloin filet also was observed in the entire beef tenderloin category, which recorded a 31-percent increase in total volume.
Additional elements to extend the promotion included a checkoff-funded recipe from “Beef. It’s what’s For Dinner” on the FreshDirect blog “Sourced,” as well as an online banner ad and an e-blast. Digital promotional elements exceeded 400,000 impressions. FreshDirect provided $5-off coupons toward the purchase of fresh beef, and checkoff staff distributed the coupons at the New York City Half Marathon Expo March 12-14.
“Great recipes, a great partnership with FreshDirect and, of course, great beef were the key ingredients to the success of this promotion”, said New York Beef Industry Council Executive Director Carol Gillis. “Through this partnership with Fresh Direct, the beef checkoff reached a new audience of online shoppers with delicious recipe ideas and beef information, and consumers responded by showing their love for beef and adding it to their shopping carts."
Source: Cattlemen’s Beef Board