PHOENIX, October 1, 2020 - A recent Instagram giveaway and partnership with Arizona foodie Brad Prose and his Instagram handle @ChilesandSmoke garnered new followers and attention to the Arizona Beef Council’s Instagram page @ArizonaBeef. The purpose of this collaboration was to grow the Arizona Beef Council's Instagram following with a focus on those who are interested in cooking and eating beef.

Prose’s social media highlights delicious recipes that followers can easily replicate while drawing interest with beautiful food photography.

Prose kicked off the contest with a video of Ancho Coffee Skirt Steak Tacos, a recipe he developed specifically for this partnership, also featured on www.ArizonaBeefBlog.com. During the week of the contest, there were reminders and unique shares on both his feed and stories to remind people to enter the contest. The @ArizonaBeef Instagram handle also shared the recipe, video, and reminders. These posts equated to a total of 1,633 likes, 241 comments, 245 profile visits, and a reach of 28,771 accounts, and 112 new follows.

The contest ran for a week starting on August 28, 2020 and ended at midnight on September 3, 2020. To earn an entry into the giveaway, which included three different prize packages including gift cards from Omaha Steaks and United We Steak SWAG, Instagram accounts were asked to follow both @ArizonaBeef and @ChilesandSmoke accounts, like the original giveaway post, comment on original post, and submit an entry form that gathered email addresses.

Overall, this campaign was a short one, but impactful in reach, engagement, and new follower numbers. Partnering with an influencer such as Prose who boasts a following of over 14,000 followers who are focused on cooking and enjoying beef, allows us to reach our target audience with whom Prose has built a rapport, allowing the Arizona Beef Council to leverage that preexisting relationship for the @ArizonaBeef brand and handle.

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About the Beef Checkoff Program  

The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States may retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA Approval.    

About the Arizona Beef Council 

The Arizona Beef Council is a non-profit organization served by a nine-member board of directors representing cattle growers, cattle feeders, and dairy farmers, and are appointed by the Governor of Arizona. These volunteers oversee Arizona’s beef checkoff and checkoff-funded programs.