January 25, 2021
Historically, overcoming consumer objection to purchasing beef online has been a challenge as many shoppers have felt that they were only able to judge the quality and freshness of beef cuts by seeing them in person. As a result, the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff program and manager of the Beef. It’s What’s for Dinner. brand has been testing marketing efforts to grow ecommerce engagement and in summer 2020, partnered with Chicory to test various message strategies and determine the impact of those messages on online shopper’s add-to-cart behavior.
The test campaign was successful driving $4.21 return on ad spend (ROAS) with just one retailer in Chicory’s partner network. Read this case study to learn more.