Illinois Beef Association "Real Beef" Social Campaign Debunks Protein Misperceptions
The Work
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.
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.
Targeted social ads keep Illinois consumers informed
Three Facebook dark ads – focused on nutrition, taste and farmers – link back to relevant web pages on beefitswhatfordinner.com, generating nearly 6,500 link clicks.
Results
Using social media sparks engagement through conversations about beef misperceptions.
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848comments, reactions and shares of IBA content
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1,249,630IBA messages were seen by consumers
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424,670Illinois millennial consumers reached
