Beef non-profit raises digital awareness at major grocers

Dan Berthiaume
Senior Editor, Technology
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The National Cattleman’s Beef Association (NCBA) is partnering with digital recipe network Chicory to accelerate e-commerce growth of beef at three leading grocery retailers.

The NCBA, manager of the “Beef. It’s What for Dinner” brand, is leveraging the Chicory digital shopping aisle experience to elevate the profile of beef products at Kroger and Kroger banners, Walmart grocery, and Albertson/Safeway banners. “Beef. It's What's For Dinner” is utilizing Chicory Premium in recipe ad units to promote beef products in contextually relevant recipes on over 1,500 recipe sites, including “Taste of Home,” “Creme de la Crumb,” and “Fork in the Kitchen.”

Consumers are shown ads that are shoppable at either Kroger and Kroger banners, Walmart grocery or Albertson/Safeway banners, based on retailer geography. Consumers who click on the Walmart grocery or Albertson/Safeway shoppable ads are driven to Chicory's unique digital shopping aisle, showcasing the available beef products needed for the recipe at a retailer. Grocers including ShopRite have also utilized Chicory shoppable recipe technology.

The digital shopping aisle randomizes the available products that the consumer sees, ensuring an equitable experience for each brand and product. Shoppers may choose their preferred brand and add the product to their digital shopping cart for a seamless checkout experience. Consumers who click on the Kroger or Kroger banners’ shoppable ads are driven to customized Kroger landing pages with the various available cuts of beef to make their choice.

The partnership will also provide a seamless way for the e-commerce site to lead users from inspiration to purchase through the Chicory Recipe Activation commerce-enabled recipe checkout experience. Using Chicory's shoppable recipe technology, customers can purchase all ingredients needed for any of the recipes on the site instantly. 

Once shoppers click on the "get ingredients" button under a recipe, they will be prompted to enter their ZIP code and select their preferred grocery retailer. Shoppers will then be redirected to that retailer's site with all ingredients needed for their selected recipe already in their digital basket for checkout.

"At a time when more people are shopping online than ever before, this partnership has allowed us to jump into the world of e-commerce and encourage consumers to enjoy delicious beef for dinner," said Bridget Wasser, senior executive director of product quality at the National Cattlemen's Beef Association. "Beyond the media campaigns, the shoppable recipes take the work out of dinner from beefy meal ideas, to shopping and grocery delivery with the click of the mouse."