July Is Idaho Beef Month: Building Awareness & Telling Idaho’s Beef Story To Consumers & Operators

This July marks the 21st annual Idaho Beef Month; an entire month dedicated to honoring and celebrating Idaho’s 8,000+ ranching families and the delicious, safe, nutritious high-quality protein you work tirelessly to raise and produce. Cattle ranching is an integral part of Idaho’s community and economy, yet, many consumers and chefs/operators in the state are unaware that Idaho Beef Month even exists.

The Idaho Beef Council will be implementing several programs this year to help to build awareness, drive additional beef sales, and increase beef on more menus. The programs will be aimed at Idaho consumers as well as foodservice operators to ensure we are effectively building pride in Idaho’s cattle ranching industry.

2022 IDAHO BEEF MONTH PROGRAMS AT A GLANCE:

Educating Consumers On Local Beef Offerings

Idaho Beef Council has partnered with local retailers, Albertsons and WinCo, as well as local beef companies AgriBeef and CS Beef, to launch a digital retail campaign estimated to achieve nearly 3 million impressions May through August. Targeted at Idaho shoppers who have purchased beef in the last six months, the retail campaign will reach consumers with digital ads in both their “pre-shopping” phase as well as “in-store”. Each ad will feature local beef messaging, an inspirational beef recipe, or Idaho Beef Month messaging and a call to action to purchase, ultimately driving additional beef sales and increasing awareness of local beef options. Results from the campaign will be available in late September.

Increasing Beef Menu Presence Throughout Idaho

The Idaho Beef Month program for foodservice is really two-fold: by partnering with chefs and operators to execute a program in July, we have a chance to communicate with that audience directly. Chefs and operators are also a trusted resource for consumers. By choosing to menu beef and advertise Idaho Beef Month through local restaurants, we have the opportunity to reach consumers in an authentic and engaging way.

The Idaho Beef Council is working with chefs who attended the inaugural Explore Beef program to menu limited-time-offer (LTO) beef dishes during the month of July. These LTO’s must follow certain guardrails, such as featuring beef as the primary flavor and only protein in the dish, and ensuring that this is a completely new item (not replacing an existing beef item on the menu.) Restaurants will be offered an incentive to participate in Idaho Beef Month for a chance to win an educational experience curated by the Idaho Beef Council. The experience will involve meeting local ranchers, beef cattle ranching education, and a culinary component. Idaho Beef Council will then cross-promote

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Amplifying Idaho’s Ranching Story Locally

Strategic sponsorships that achieve local reach are an important component of Idaho Beef Council’s marketing strategy. Leveraging beloved community activities, such as rodeo and baseball, during Idaho Beef Month helps link together something else to love—Idaho beef and the ranchers who provide it. The Snake River Stampede and the Boise Hawks sponsorships provide additional outlets for social media posts, in-game announcements, and digital advertising to talk about Idaho’s ranching families.

Sharing Our Message On Social Media to the Masses

Idaho Beef Council will be posting on social media throughout the month of July and amplifying stories of Idaho ranching families as well as quick and easy at-home beef recipes; making it easy for consumers to actively participate in Idaho Beef Month in their own way. When posting organically on social media (without a paid investment behind it), we would only reach 2-5% of our followers. By putting a paid promotion behind our campaigns, we have averaged 1.98 million impressions per month—reaching far more people.

Continuing the Tradition: Official Proclamation of Idaho Beef Month

Similar to years past, Idaho Beef Council is requesting that Governor Brad Little make an official video proclamation citing July as Idaho Beef Month. Formalizing Idaho Beef Month publicly creates buzz and communicates importance to consumers and foodservice operators alike. The video of the proclamation will be promoted on social media to all Idahoans.

For more information on this year’s Idaho Beef Month promotional efforts, please contact the Idaho Beef Council by email at BeefCouncil@IDBeef.org.

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