Joint Global Consumer Marketing Group. Virginia Coelho, Chair J.D. Alexander, Vice Chair

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1 Joint Global Consumer Marketing Group Virginia Coelho, Chair J.D. Alexander, Vice Chair

2 Joint Global Consumer Marketing Group The Joint Global Consumer Marketing Group consists of joint industry committees representing the NCBA s Federation of State Beef Councils and CBB. These industry representatives have the primary responsibility for checkoff beef consumer marketing programs. The Joint International Markets Committee also has representatives from NCBA s Policy Division to direct the policy issues relevant to international trade.

3 Joint Global Consumer Marketing Group Foodservice Committee Retail Committee Advertising Committee Veal Committee International Markets Committee

4 Beef Innovations Group Jim Ethridge Director, New Product Industry Partnerships

5 Beef Innovations Group Denver Steak

6 Industry Update Chuck Roll

7 Industry Update Round Beef Round Summit June 26, 2008

8 Youth - Convenient Products Making a Difference

9 What to Expect in FY09

10 NBCO Making Beef its Very Best Increasing Number of Media Impressions and Quality of Messaging 3,000+ news stories were generated about the Cook-Off and the positive role beef plays in the diet, reaching consumers multiple times for a total of 400+ million impressions. More than 90% of the news stories prominently featured our key beef messages. Reaching The Target Audience The Cook-Off continued to target a variety of national and local food media outlets aligned with our target consumer. Key coverage appeared on Food Network Challenge, in the New York Daily News, Drovers trade publication, Relish magazine, Bonnie Churchill national radio and Forbes.com. These media placements reached consumers who are influential and passionate about enjoying food and understanding its effect on health. Showing Consumers How to Enjoy and Benefit from Eating Beef The recipe categories are relevant to consumers and winning recipes appeal to health conscious cooks. Winning recipes were met with approval by the media and published for the benefit of their readership.

11 How The NBCO Makes a Difference Positive NBCO news stories amplify beef s role in the lives of consumers Keeps beef top of mind as a protein choice for meals Increases awareness of the various beef cuts available Educates consumers on the ease and versatility of cooking with beef Presents ideas to incorporate beef into consumers daily cooking repertoire Provides beef protein nourishment and enjoyment for families Offers appealing on-trend flavor combinations with beef Influences consumer attitudes and changes perceptions about beef Encourages consumers to integrate beef more often Educates consumers about the health benefits of beef s protein

12 International Markets Committee Dave Hamilton, Chair Bob McCan, Vice Chair

13 International Markets Committee Market Access/Issue Management Government regulations and customers perceptions An integral part of export market development Top priority of producers on the Joint International Markets Committee and USMEF s broad membership USMEF resolution: Allocate more resources to market access and issue management efforts

14 International Markets Committee Key elements of MA/IM Strategy Intelligence gathering, analysis, and reporting Educate government officials and decision- makers on U.S. industry positions Build alliances with the trade in support of U.S. industry positions Educate key opinion leaders and build support for U.S. industry positions

15 International Markets Committee Examples Government Relations - Japan - Mexico Industry Relations - Europe Public Relations -Korea - Japan

16 Joint Advertising Committee Glenda Flora, Chair Terri Carstensen, Vice Chair

17 Joint Advertising Committee Beefscapes is Launched! Conveys taste and health in an impactful way Reinforces passion and link to protein

18 Joint Advertising Committee Built robust national reach utilizing popular and appropriate media Cooking Light Bon Appetit Rachael Ray Food & Wine Gourmet Wine Spectator Fitness Health Shape Men's Health Men's Journal Outside Parents Wondertime Family Circle Better Homes & Gardens Real Simple Martha Stew art Living Southern Living Details GQ People People Country Entertainment Weekly Rolling Stone ESPN The Magazine Golf Digest Sports Illustrated National Geographic Traveler Travel + Leisure Conde Nast Traveler Country Home Domino Dw ell

19 Joint Advertising Committee Public Relations Foodservice Retail Advertising Nutrition Comm. Other Education Food Media

20 Joint Advertising Committee

21 Joint Advertising Committee Campaign resonates with today s consumers Stands out from the crowd Very impactful, unique and memorable Strongly delivers brand message Beef = strong source of protein Part of a well-balanced diet Evokes thoughts of delicious enjoyment Leading to increased purchase intent Source: Online Advertising Survey, April 08

22 Veal Committee Pat Kilsdonk, Chairman Ray Krones, Vice Chairman

23 Veal Committee 2008 Media Event - The Battle For Chicago Iron Chef competition with the goal of getting veal placed on more menus Held at Kendall College in Chicago on June 26 new location Obtained 9 sponsors more than previous years 5 Celebrity Chefs competed: Scott Schmitz The Palm Bob Schafer Creative Culinary Consultants Russell Skall Fleming s Prime Steakhouse & Wine Bar Robin Stotter P.F. Chang s China Bistro Stefano Cordova Bertucci s

24 Veal Committee New cuts of veal were featured: Osso Buco for Two Double-Bone Veal Chop Boneless Osso Buco Bone-In Veal Chops Each Chef developed 2 recipes including at least one ingredient from each of the sponsors Cooking teams were comprised of members of the Press and other veal supporters

25 Veal Committee The finished dishes were tasted and rated by the judging panel The recipes were rated based on several factors flavor, creativity, presentation, use of sponsor products, veal product application, people s choice and overall winner The Overall Winner Bob Schafer and team

26 Veal Committee Go To Market Strategy In Action: Members of the Press will cover event Recipes will be shared with publications for media coverage Chefs being contacted to add veal to their menus Sponsor relationships fostered for potential future collaboration

27 Joint Foodservice Committee Brian Healey, Chair Bill Jackson, Vice Chair

28 Joint Foodservice Committee Members of the Joint Foodservice Committee represent NCBA s Federation of State Beef Councils and the CBB. Primary focus of the foodservice marketing program is to help build demand for beef in foodservice by promoting positive attitudes within the channel to increase menu opportunities for beef.

29 Joint Foodservice Committee Introducing New Cuts from the Chuck Roll: Celebrity Chef Presentations Chef Workshops

30 Joint Foodservice Committee Introducing New Cuts from the Chuck Roll Editorial Features

31 Joint Foodservice Committee Results: Hands-on Culinary Training 2x number of ½ cost of Greystone Third-party influence and sanction Earned media Operator interest and trials

32 Retail Marketing Committee Don Stewart, Chair Helen Wiese, Vice Chair

33 Retail Marketing Committee : Focus on Growing Hispanic Market Hispanics Have Larger Families Have More Kids Spend More on Groceries Spend More on Beef Sources: 2006 U.S. Census Bureau; Nielsen Media Research 2005 Universe Estimates; 2005 FMI El Mercado Study

34 Retail Marketing Committee Developed a Hispanic Toolkit Conducted pilot test to evaluate the toolkit

35 Retail Marketing Committee Sales 28.7%

36 Retail Marketing Committee Next Steps May - Conducted webinars with State Beef Councils July - Conducted webinar with supermarket retailers Significant interest in the program 2009 Plans Develop additional bilingual recipes Develop bilingual scale label nomenclature Update consumer website