In cooperation with Ibotta, a popular consumer app, the beef checkoff recently encouraged customers at two national retailers to choose beef at the meat case. Ibotta shared educational information about freezing beef and about beef nutrition, in addition to sharing the checkof”s Easy Lean Beef burger and DIY taco videos. By engaging with the content, Ibotta users earned a cash rebate for their purchase of top sirloin steak or ground beef.
“This app partnership really provided the checkoff with a way to get beef education to the consumer – how to cook, how to freeze ground beef, and nutritional facts,” said Cevin Jones, vice chairman of the Beef Promotion Operating Committee and beef producer from Eden, Idaho. “It also gave us the opportunity to have access to rich consumer data that showed us who is buying, where they are buying, what else they are buying when they buy beef, and the additional purchases that buying beef adds to a consumer’s shopping cart.”
Highlights from the program include:
- Millennial consumers, those consumers aged 25-34 years, accounted for 44 percent of the redemptions for the beef checkoff’s products.
- The redemption rate was 25 percent, more than 30 percent higher than Ibotta’s systemwide average.
- There were approximately 35,000 redemptions in just the 16 days that the program was active. The engagements (tasks) the checkoff offered each had more than a 95-percent completion rate.
“A great product and great content is a recipe for success with Ibotta,” said Richard Donahue, vice president of marketing at Ibotta. “The beef checkoff program was a huge success – with hundreds of thousands of videos being viewed on how to cook and store beef, more than 141,000 consumers put beef on their shopping list and 35,000 additional beef purchases being made in just a couple of weeks.”
For more information about your beef checkoff investment, visit MyBeefCheckoff.com.
For more information about Ibotta, visit Ibotta.com. Or, to download the free Ibotta app, visit the App Store or find it on Google Play.