JBS USA is a leading global food company providing diversified, high-quality food products for sale to customers in approximately 100 countries on six continents. This includes meat and poultry products, a portfolio of recognized brands and innovative premium foods. The JBS Beef Marketing team recognized an opportunity for a campaign that celebrated the nutrition and variety of tasty beef. At the same time, pre-pandemic research unveiled that younger demographics – particularly Millennials and Generation Z – are underdeveloped consumer segments for beef. Lack of knowledge and confidence plagues younger shoppers, as they are afraid to mess it up, don’t know how to cook it, or how it will taste.
Given these two trends, JBS and their integrated marketing agency Element knew that to cut through the noise and the growing consumer hesitation, the brand needed a creative campaign that would celebrate the variety of tasty beef as well as educate consumers about cooking and nutrition. In response, Element created the campaign, Beefitarian, which celebrated and united beef lovers in addition to providing educational resources in an easy-to-consume fashion.
To bring this concept to life, Element developed an integrated campaign with a fresh new approach – putting influencers front and center. JBS and Element turned to Linqia, an expert in influencer marketing, to design a custom program that leveraged influencers to generate awareness of Beefitarian, as well as enhance beef knowledge. The test campaign was centered around a key DMA for JBS based on distribution and the opportunity to drive awareness and sales – Nashville.
Knowing the selected location was Music City, Linqia built a program not only around beef but also around what gets its residents excited most – music. The concept involved influencers telling their one-of-a-kind stories with beef’s most popular meal – the burger – in custom designed recipes with a musical flare. Linqia’s AI technology helped identify the 7 optimal influencers to create the most compelling content to conceive and construct 7 delicious recipes inspired by a Nashville musical artist, song or venue.
“Putting influencers at the center of this campaign was a no-brainer. Using local influencers with loyal followers provided the authenticity we were looking to develop for the brand. Plus, we were able to repurpose the recipes they created as an asset on our site and in our social feeds.” – Nikki Peroutka, Director of Strategic Services, Element
The heart of this integrated campaign centered around the Burgers & Beats challenge, housed on Beefitarian.com. In addition to appearing in their stand-alone blog posts, influencers’ unique recipes were also posted on Beefitarian’s website to garner votes to be named the best burger in Nashville. And, to help get out the vote, influencers promoted their recipes and the contest on their own social channels. The influencer who got the most votes was incentivized with a gift card, named the winner on Beefitarian’s Instagram channel and owning the bragging rights amongst the other influencers. The added gift card incentive for the winning influencer helped to drive additional impressions and engagements.
Each time someone voted for their favorite influencer recipe during the Nashville Burgers & Beats challenge, Beefitarian and JBS donated $1 back to a local non-profit, The Nashville Food Project. The Nashville Food Project brings people together to grow, cook and share nourishing food, with the goals of cultivating community and alleviating hunger in the local community.
“Linqia went above and beyond to bring our brand to life. We wanted to leverage influencers in a fun way, to have influencers create content at the center of our integrated marketing efforts. Linqia’s technology and team of experts were able to find the best influencers and measure the effectiveness of the campaign. We were thrilled with the strategic guidance we received and the quality of the content and recipes created. We’re looking forward to bringing Beefitarian to new markets.” – Trevlyn Carson, JBS USA Brand Manager
Each of the seven influencers created unique recipes, featuring a wide variety of cuts on their own blogs and promoted the recipes via videos, Instagram posts, Pinterest pins, Facebook posts and tweets. The content created by the influencers also went through our LinqiaLift™ technology to create and implement 6 tested and proven ads targeting the 18-34 year old audience in Nashville on Facebook and Instagram.
The Beefitarian campaign drove incredible awareness! Between the paid and organic campaigns, Linqia garnered 1.6 million potential impressions, in a city of 690,000 people, saturating the market. The #beefitarian hashtag was also trending and the website is now the first result in Google when searching “beefitarian”, setting up JBS for success to launch in other markets.
This influencer campaign outperformed the Linqia Food benchmark by 20%, and delivered amazing engagement with 95% of all comments being either positive or neutral. In fact 80% were classified as positive and included comments like “YUM! That looks so good!! I’m heading to vote now!” and “Love this and love beef!” and “This is such a good cause!”
The campaign also caught the attention of local news outlets with coverage in 14 articles and a feature on local NBC’s Today in Nashville where they featured the winning recipe live on TV!
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PLEASE click link in my profile and VOTE – $1 DONATED to @thenashvillefoodproject for each vote (each day, up to $10k)! -ad- 🍔 Bring on the burgers, y’all. Not just any ol’ burger… Spicy Short Rib Burgers. I’m bringing out my inner @Beefitarian ™ to my backyard with these Nashville 🔥 hot, Dolly Parton 💃🏼 spunky short blended burgers packed with paprika, cayenne, and seriously savory short ribs. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 💋 Check out the recipe on the blog today. — Click the link in my profile to vote for this shorty and Beefitarian will donate $1 up to $10k to The Nashville Food Project. You can vote every day until 7/30. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ #beefitarian #welovebeef #burgersandbeats – #bhgfood #forkfeed #droolclub #todayfood #burgertime #burgerlove #burgerlife #instaburger #hamburguer #hamburguesa #burgerlover #shortribs #burgerlovers