Illinois Beef Association Campaign Builds Trust in Local Beef Farmers
The Work
Research shows that trust in farmers grows when consumers know they are family farmers. With 96% of all farms in Illinois being family owned, the Illinois Beef Association wants to showcase a local farm family behind our food and what they’re doing to raise beef more sustainably than ever before.
Approach
The Martz family farm became the foundation for a campaign centered on responsibly raised beef, family legacy and the next generation—captured in the theme line, Family owned. Responsibly raised. Close to home.
An integrated mix of video, social, CTV, pre-roll and web content brought that story to consumers while highlighting sustainability practices and the value of choosing Illinois beef.
Responsibly Raised Beef YouTube Video
YouTube was the strongest platform for generating impressions and video views, while also driving the most traffic to the Watch Us Grow page. CTV ads generated 152K video views with a 98% completion rate.
Driving Engagement Through Social Media
Social media played a key role in capturing the audiences’ attention and driving further engagement. All videos on Facebook has a strong average view rate of 77% — more than double the industry standard of 30%
Results
The Illinois Beef Association’s farmer trust-building campaign connects consumers with today’s cattle farmers, reaching 2.9 million Chicagoland parents.
-
3.14 MILLIONimpressions
-
22 MILLIONreached
-
82%completion rate
