For more than 20 years, the “Beef. It’s What’s For Dinner.” brand has continued to educate consumers and inspire them to purchase, prepare and enjoy beef. The success and effectiveness of the Beef Checkoff’s number one brand heavily depends on its ability to evolve and stay relevant for the ever-changing, and always connected, consumer.
After conducting qualitative and quantitative market research, we identified what matters most to this new consumer, what motivates them to choose beef and ultimately, how all these demand drivers and barriers ladder up into one core consumer insight about the benefit to choosing beef. Through the brand journey, we better understand beef’s brand positioning and how to tie beef’s benefits together to motivate consumers to choose beef more often.
Background
Millennial parents are foremost focused on creating meals their families will enjoy.1 In the moment of truth for Millennial parents, the question is simple, what’s going to make their family happy? Because of its perceived health and convenience benefits, parents prefer to serve chicken to their children rather than beef by a wide margin, 74 percent to 18 percent.2
To read the rest of the story, please go to: Beef Issues Quarterly