Kicking off summer with the Memorial Day holiday weekend, a time when food enthusiasts gather around the grill, the Arizona Beef Council offered a beef redemption on the popular shopping app Ibotta. The six-week campaign ran through the 4th of July holiday, offered $.75 off fresh beef purchases, and moved 11,369 packages of beef one pound or greater. 

As consumers’ habits continue to trend toward online shopping and app rewards programs, this campaign kept beef top-of-mind as Arizona shoppers built their shipping lists. Beef was one of the many protein options advertised, amidst a sea of alternative-meat protein options that also utilize Ibotta. This offer encouraged shoppers to choose beef. 

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 featured Beef. It’s What’s for Dinner. spokesperson Tony Romo directing shoppers to www.BeefItsWhatsForDinner.com to learn more about beef and grilling. A total of 23,722 shoppers “unlocked” the offer and watched the beef video as they scrolled through the meat and seafood category to build their grocery lists. 

“Shopping technology like phone apps and e-commerce are platforms that provide meal-time inspiration to modern beef shoppers, while also providing beef education opportunities in real time,” explained Arizona Beef Council Chairman Tim Cooley. “The data we receive is also valuable, like knowing that the average price per package purchased was $9.59, providing a high return on investment.”  

The beef offer was redeemed at major Arizona retailers including Fry’s (43%), Walmart (19%), Safeway (15%) and Albertson’s (4%). The demographic of purchasers was 92% female, and 46.5% in the millennial age range (born 1982-2000).  

This program was funded by the Iowa Beef Industry Council, to drive beef demand with 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.: Set Your Grilling Season on Fire with Beef… and Tony Romo.