The pandemic changed the way consumers shopped for groceries, and some of the trends are here to stay. According to the 2021 Power of Meat study, 40% of meat shoppers purchased groceries online in 2020 and 59% expected to continue in 2021. To reach Arizona shoppers while they build their shopping lists, the Arizona Beef Council offered a redemption on the popular shopping app Ibotta on the purchase of beef at Arizona retailers.

The six-week summer grilling campaign kicked off with the 4th of July weekend and moved 10,205 packages of beef one pound or greater.

Ibotta is the #1 most-used shopping rewards app. Unlike traditional coupon programs, this platform provides the ability to engage in an educational opportunity before the shopper can redeem the rebate. In this case, a video about beef’s nutritional value and cooking inspiration was included. In addition to those who followed through with purchases, an additional 8,418 shoppers “unlocked” the offer after watching the beef video.

“Shopping technology like phone apps and e-commerce are ways we can provide meal-time inspiration to modern beef shoppers as they are building their grocery lists,” explained Arizona Beef Council Executive Director Lauren Maehling. “It’s exciting to help shoppers choose beef while all of the competitive proteins are also heavily engaged in these platforms.” 

Another benefit to a campaign on Ibotta is the information the Council is provided to analyze the demographics of the program. The beef offer was redeemed at major Arizona retailers including Fry’s (45%), Walmart (24%), Safeway (14%) and Albertson’s (4%). The demographic of purchasers was 91% female, and 48% in the millennial age range (born 1982-2000). The average price paid per package of beef when the offer was applied was $9.19. 

This program was funded by the Iowa Beef Industry Council (IBIC), to extend beef messages to consumers in high population states. On partnerships like this one, IBIC Chairman Kent Pruismann shared, “Partnering with the Arizona Beef Council to extend this digital rebate partnership has proven to be a successful way to meet the changing purchasing decisions of today’s consumer in a state that serves as a prime audience for beef education and promotion.” 

To view the beef video from Beef. It’s What’s for Dinner.: Nicely Done, Beef. You’re a complete protein that’s completely delicious.