Case Study: Marketing Beef for Health & Wellness

In partnership with a regional retailer, the Beef Checkoff evaluated the opportunity to highlight fresh beef as part of in-store wellness efforts led by supermarket registered dietitians and the impact on fresh beef sales.

The result? The program led to increased beef sales and improved perceptions of beef. 

Key Learnings

  • Shoppers responded to the new insights shared on beef nutrition and meal prep - where it matters most: the register

  • Top Round Steak sales increased 64 percent

  • Ground Beef (93% lean) sales increased 29 percent

  • Top Sirloin Steak sales increased 29 percent

  • 25 percent reported an improved confidence in eating and cooking beef

  • 84 to 94 percent of shoppers expressed purchase intent in the lean beef items they sampled during the test

  • Demos were the most effective way to build cooking confidence and generate story sales 

Click here to download and use the toolkit that resulted from this pilot test.

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