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TSCRA Daily News Update, April 17,
2008
Texas Beef Checkoff: Tune in to beef
For more than six years, the Texas Beef
Checkoff has been preparing beef recipes in living rooms throughout the
state. Chefs, registered
dieticians and grilling experts have appeared during local television news
segments conducting beef cooking demonstrations and educating
viewers.
"As part of the communications program at
the Texas Beef Council (TBC), the goal of the television segments is to
provide viewers with the information they need to purchase, prepare and
feel good about serving beef," said Linda Joy Stovall, cow-calf producer from El Campo and TBC
communications chair. "The
best part is that these are not commercials, but are included during a
news broadcast."
Each segment is themed around a particular
beef dish showcasing a new beef cut, cooking method or even just a quick
and easy recipe. Some of the
topics have included 'Kick Start the New Year with ZIP', 'Master the
Grill', 'Beef Fusion: Pairing Beef and Wine' and 'Hectic Holiday
Entertaining with Beef'.
TBC extends the television campaign by
including the TBC Web site, www.txbeef.org, in
each segment. Txbeef.org is
referenced several times throughout the segments driving traffic to the
site where consumers can not only find recipes, but also learn about beef
nutrition, grilling, cooking tips and much more. Television stations feature video
clips from each segment on their station's Web site as well. In many markets, these recipe
demonstrations, equipped with links to txbeef.org, are featured for months
at a time.
Last year, TBC conducted over 40 interviews
in 13 primary television markets in Texas garnering nearly 2.7 million
audience impressions.
Spokespersons appeared in major markets such as Dallas, Houston and
San Antonio as well as smaller markets like Corpus Christi, Lubbock and
Tyler.
Averaging four to five segments per month,
TBC continues building consistency with television viewers, producers and
anchors, thereby creating a trusted and successful partnership for the
beef industry.
"The television cooking segments are a
great example of how we leverage checkoff dollars," said Stovall. "These educational cooking
segments, reaching millions of viewers each year, are not paid advertising
spots, but instead, a product of successful partnerships between TBC and
the various news stations involved."
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