During last year’s summer grilling and back-to-school seasons, the Arizona Beef Council extended and amplified two national e-commerce campaigns promoting beef to Arizona consumers, and generating big beef sales. 

With funding from the Iowa Beef Industry Council, advertising campaigns with two national retailers kept beef top-of-mind when Arizonans shopped online and in-store. The national campaigns were led and coordinated by the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff, and beef councils joined in to increase exposure in select states. Building on national campaigns in Arizona increases the branding and messaging to reach more consumers within our state borders. 

From May through June, a Beef. It’s What’s for Dinner. Summer Grilling advertising campaign went live with a national club store*. Arizona amplified the digital ads that were shown on both the club store’s website and app, as well as on popular consumer lifestyle sites, that drove traffic to the retailer’s fresh beef landing page where members could add beef to their carts. The metrics followed shoppers exposed to the ads who then made beef purchases both online and in-store within 14 days. 

Arizona’s support of the campaign resulted in 839,760 ad impressions and directly contributed to a 10.9% lift in beef sales, garnering an incremental return on investment of $65 for every $1 spent on ad placement. Nationally, 16% of members who saw the ads and bought beef had NOT purchased beef in the prior 12 months. 

For the back-to-school season, Arizona extended a second Beef. It’s What’s for Dinner. e-commerce campaign with a different popular national retailer* who has more than 100 locations in Arizona. From August through September, targeted beef shoppers were driven to the beef page on the retailer’s digital platforms. 

In Arizona, this back-to-school campaign generated 1,523,640 ad impressions and led to an attributable return on investment of $206.75 for every $1 spent on ad placement. Nationally, 14% of ad-exposed shoppers were new buyers and had not purchased beef in the prior 12 months. Across the country, this campaign contributed to $12.1 million in incremental beef sales. 

These campaigns, made possible by strong state-to-state and state-national partnerships, kept beef top-of-mind during key times when shoppers make meal-time decisions.   

*Due to the advertising agreements with national retailers and the competitive nature of their business, we cannot share retailer names in print.