Situation

A major food trend is swapping meat for a plant-based alternative, which is often perceived as having the nutritional upper hand. So, we help Illinois Beef show there’s no substitute for the real thing.

Objective

Reinforce with consumers that real beef is still the best choice.

Approach

A series of social media ads on the Illinois Beef Association Facebook page compare the qualities of real beef to plant-based alternative meat products so consumers can make more informed purchasing decisions.

Results

Using social media sparks engagement through conversations about beef misperceptions.

848 comments, reactions and shares of IBA content 1,249,630 IBA messages were seen by consumers 424,670 Illinois millennial consumers reached