4 minute read
Kentucky Beef Council
Kylie Trail Director of Brand Management
Now that I am six months into my role, I am excited to say we are getting the ball rolling on a few original goals I had set for the KBC brand. If you look at most well-known brands, they will possess a few key attributes such as a strong recognizable voice, high visibility, and lots of consistency. Over the last six months I have been managing all of the great things our promotional efforts have in place but to take it to the next level and align with our ultimate goal of building consumer awareness of the benefits of beef and the connection that our industry has to the Commonwealth, KBC is now investing in a few exciting opportunities to increase the effectiveness and efficiency of our brand. The first one is adding a strong recognizable voice... Tom Leach. Whether a wildcat fan or not, every Kentuckian recognizes Tom's iconic voice and as a huge advocate of our industry he is the perfect fit to be our voice of Kentucky Beef. We will be using his voice overs for radio and television commercials. Our second opportunity is to increase visibility and efficiency, creating lots of promotional ROI. It is the KBC Beef Bus, a Ford Transit Medium Roof Van, logoed up and ready to hit the road. This van will come complete with an awning and audio system for all of our tabling outdoor event needs, and the interior will be equipped with a triple basin wash station, refrigerator, and prep station as well as a promotional materials cabinet. This bus will serve our whole team well in many different capacities including but not limited to producer and consumer outdoor events, TV filming's, school group activities, and samplings. Both of these opportunities are exciting ways to help build the Kentucky Beef brand. In addition to those opportunities, I wanted to make sure this push came full circle as our consumers want to hear our beef stories now more than ever. Our May is Beef Month Campaign will be centered around telling your Kentucky Beef Story using #KYBeefStory on Facebook and Instagram. We will also be hosting Chandler Mulvaney, NCBA Director of Grassroots Advocacy & Spokesperson Development, for two Beef Advocacy Summits in the month of May! The first one will be May 19th geared towards all the tools needed to share our beef stories and the second one will be May 21st geared toward youth wanting to learn how they too can be beef advocates. May 19th at The Yards @ Blue Grass Stockyards we will be holding the Kentucky Beef Advocacy Summit. May 20th at The Yards @ Blue Grass Stockyards we will be holding a Youth Advocate Summit. Find more information and RSVP at kybeef.com
concept rendering is not nessarily the final graphics
The voice of the Wildcats is doubling as a voice for the cattle industry in the Bluegrass state. Kentucky Beef Council is ecstatic to announce a partnership with Tom Leach to serve as the spokesperson for the organization. Leach is the current voice of the Kentucky Wildcats announcing Kentucky sports games and host of the Leach Report, a daily radio show. “We are excited to kick off this partnership, it is the perfect time to gear up for summer grilling, spending time with friends and family, and of course, tailgating,” said Kylie Trail, Director of Brand Management. “With his passion for our industry stemming from his background of growing up on his family's farm in Bourbon county, to being the most recognizable voice in the bluegrass, Leach is the perfect spokesperson for our brand.” "I am excited and honored to partner with cattle farmers in Kentucky for their marketing efforts,” said Leach. “ We had a small herd of cattle on the farm on which I grew up so I know how important the industry is for Kentucky's economy and for those family farms across our state." Leach will be spotlighted promoting the Kentucky Beef Council on traditional and digital advertisements and at event appearances. Television commercials will begin airing in March in addition to radio commercials on Kiss 96.9 and 98.1 The Bull. Additionally, Kentucky Beef Council will appear on Leach’s Sunday Morning Sports Talk and the Leach Report.
