Beef entices Des Moines metro commuters
Central Iowa commuters will have visions of beef dancing through their heads while traveling throughout the Des Moines metro area during June.
Twelve digital billboards will be enticing consumers to choose beef for their grills this summer with larger than life mouthwatering photos of beef positioned throughout the metro area.
The six-week promotional campaign, which started in mid-May, is being funded by a partnership between the Beef Checkoff and 11 County Cattlemen Associations.
“The Des Moines metro area has 134 times more people than we do in Ringgold County,” said Trent Johnson, President of Ringgold County Cattlemen’s Association. “By pooling our money together we can make a greater impact on getting beef on grills this summer. In order to increase demand for beef we need to reach larger population areas. This cooperative effort is allowing us to do just that.”
The beef industry is concentrating advertising efforts to reach Millennials and Gen X consumers, those between 25 to 45 years of age.
This consumer group is not as familiar with the benefits of beef as generations before them. They also represent a large portion of our nation’s growing population.
“Consumer research indicates this group of consumers drives 153 miles each week. Billboards are a cost-effective tool to reach an influential consumer group,” said Doug Bear, director of industry relations for the Iowa Beef Industry Council. “This billboard campaign is expected to reach nearly 68,000 consumers each day in the Des Moines metro area for a total of over 2.8 million media impressions with an impression cost of less than $0.005.”
The 11 County Cattlemen Associations participating in this Des Moines metro beef promotion include Adair, Chickasaw, Dallas, Greene, Ida, Madison, Polk, Ringgold, Sioux, Story and Taylor.