Checkoff Update

Driving the Demand for Beef with your $2

Investing in Beef Promotion, Nutrition, Education & Research

SUMMER GRILLING CAMPAIGN TAKES OFF THANKS TO BEEF CHECKOFF With temps heating up outside, the checkoff’s national Summer Grilling advertising campaign is now in full swing across a multitude of advertising platforms! New Beef. It’s What’s For Dinner. ads can now be viewed on YouTube and across Smart TV channels, like HGTV, Fox News, CBS, ESPN, and other popular networks. New audio ads will also be welcoming back consumers to the grill, appearing on Spotify and on a wide range of Sirius XM programming, including College Gameday, The Herd with Colin Cowherd, and MLB Roundtrip. Additionally, Beef advertising will be run across a variety of social media platforms – including Facebook, Instagram, Pinterest, Twitter and Reddit. Consumers will be inspired and educated on how to build delicious and nutritious Beef burgers, with ads appearing on popular websites such as Taste of Home, Saveur and Health. com. Google Search ads will be used to drive traffic to the BIWFD Summer Grilling landing page that includes Beef grilling favorites and rancher/ farmer stories from across all 50 states. Capping off this effort is a robust Food Network cable TV advertising buy, with over 200 BIWFD ad airings, on popular shows such as BBQ Brawl: Flay v. Symon, The Kitchen and the new series, Grill of Victory. To learn more visit beefitswhatsfordinner.com

OHIO BURGER WEEK SPONSORSHIP PROMOTES BEEF The Ohio Beef Council will sponsor the 2021 Ohio Burger Week in five cities across the state – Cincinnati, Columbus, Cleveland, Toledo and Dayton. Participating restaurants in each city will offer a featured $6 burger for participants to enjoy. Burger Passports will be provided to participants to visit participating restaurants to receive stamps through the week for a chance to win a Grill & Ultimate Grilling Out pack. As the presenting sponsor, the Ohio Beef Council will receive recognition on all print material, social media and any media coverage. To learn more or find participating restaurants in your area search “Ohio Burger Week” online.

BEEF CHECKOFF HELPS KEEP BEEF IN THE CLASSROOM THROUGH GRANT PROGRAM To help Family and Consumer Science educators reinforce lessons about lean beef selection, storage, preparation, nutrition and food safety, the Beef in the Classroom Grant Program was established. Beef in the Classroom reimburses up to $100 per classroom per school district to provide financial support for the use of beef products in their lesson plans. For the 2020-2021 school year, over 350 students were able to prepare beef in the classroom, despite the many challenges faced throughout the year. To learn more about the Beef in the Classroom Grant program, visit www.ohiobeef.org

NEW VIDEO SERIES AVAILABLE TO LEARN MORE ABOUT THE BEEF CHECKOFF

The Cattlemen’s Beef Board (CBB) and Oklahoma Beef Council have collaborated on a series of entertaining videos that explains how the Beef Checkoff works. Each of the five videos is designed to be a resource that will help cattle producers and other members of the beef community better understand the program and how their Checkoff dollars are used to drive demand for beef through promotion, education, and research efforts. The $2 Ohio Beef Checkoff is structured the same with the second dollar helping reach Ohio’s 11.5 million consumers with beef messaging. To watch the videos, visit beefboard.org

BEEF CHECKOFF FUNDED ‘MAY IS BEEF MONTH’ CAMPAIGN

To celebrate “May is Beef Month” the Ohio Beef Council hosted a social media giveaway providing an Ohio family with a $200-valued Beef Prize pack courtesy of Ohio’s beef farmers. Entrants were asked to follow the Ohio Beef Council on Facebook and Instagram and provide their contact information to be considered for the promotion. The randomly selected winner won a Beef. It’s What’s for Dinner branded cooler, beef jerky, Beef. It’s What’s for Dinner. branded grilling utensils and various other beef related items. Over 3,000 people entered the contest resulting in over 400 new followers on both Instagram and Facebook, helping reach consumers where they engage online through various social media platforms.

The Ohio Beef Council and the Cattlemen’s Beef Promotion and Research Board are responsible for developing programs that increase the demand for beef. For more information, contact the Ohio Beef Council at 614-873-6736, beef@ohiobeef.org or visit www.ohiobeef.org. Ohio Beef Council Operating Committee: Erin Stickel, Bowling Green, Chairman • Bill Sexten, Washington C.H., Vice Chairman • Stan Smith, Canal Winchester, Treasurer • Mandy Atterholt, Loudonville Dave Felumlee, Newark • Lou Ellen Harr, Jeromesville • Stephanie Harris, St. Clairsville • Jake Osborn, Lynchburg • Becky Reed, Springfield • Sam Roberts, South Charleston Allan Robison, Cable • Garth Ruff, Malta • Kurt Steiner, Creston • Susie Turner, Somerset • Barb Watts, Alexandria • Elizabeth Harsh, Executive Director