Educating Cost-Conscious Shoppers

Posted by Misty Martin on February 1, 2017

A new checkoff-funded national Ibotta campaign aims to increase awareness for lower prices at the meat case. Ibotta is a smartphone app that offers rebates on groceries and other items, with a highly engaged millennial user base and more than 19 million subscribers.  Consumers who download the Ibotta app can browse the “Grocery” category for rebates on fresh ground beef, steaks or roasts, unlock the rebates, and then buy these items at any retailer nationwide to get cash back through Ibotta. This platform provides a unique opportunity to target cost-conscious shoppers, particularly those who might have left beef off their shopping lists due to previous record-high prices. The objective is to drive incremental purchases by non-beef or competitive protein purchasers, and trade up typical beef buyers to more frequent purchases and new cuts. The campaign will run for four to six weeks – until the redemption budget is depleted. The checkoff will analyze all campaign data, such as customer demographics, geographies and cut-specific purchases, from the campaign to help inform the checkoff’s ongoing beef marketing and merchandising efforts in 2017 and beyond.

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The Texas Beef Council (TBC) conducts the $1 per head national checkoff program for Texas beef producers and is also the contractor for the Beef Promotion Research Council of Texas (BPRCT), which administers the $1 per head Texas state checkoff program. TBC’s mission is to increase beef demand in the state through programs of beef promotion, research and education. TBC also helps fund national and international beef checkoff programs to increase marketing opportunities around the globe. The BPRCT’s mission is to improve Texas producer profitability by strengthening and expanding beef demand. The TBC and the BPRCT are directed by a 20-member board of cattlemen and women representing the state’s beef producers. For more information on this and other checkoff-funded programs, please visit TexasBeefCheckoff.com or call 800- 846-4113.

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