The weather is getting cooler, leaves are falling and across the nation, many Americans are gearing up for football. And where there’s football, there’s tailgating! In fact, 80% of Americans tailgate each year.
The Game Plan for Meat Brands
Why does this matter to us in the meat and agriculture industries? Well, here are the numbers:
- 13 billion meals are eaten per year at tailgates1
- 73% of people prefer beef at a tailgate and 69% say a tailgate isn’t complete without beef2
- Tailgating contributes $35 billion in food and beverage sales1
For meat brands, this creates the perfect opportunity to showcase meat as “game day fuel” on social media. Likely, you’ve already invested in the in-store marketing spend to get your merchandise set for the busy meat-buying season. Now, let’s take it a step further and support these activations through organic and paid social media support.
After all, 85% of tailgaters record their tailgate on social media, often sharing with hashtags unique to their team or event.3 Let’s dive into the social strategy your brand should follow during this tailgating season to boost product awareness. Whether it’s paid or organic, the key is to position your brand as the go-to for tailgating meats. Focus on community and convenience. Tailgates are all about fun and connection and by showcasing meats that bring people together, your brand becomes an essential part of the game day experience.
Winning with Organic Social
Here are five organic plays:
- Game Day Recipes: Share quick, easy-to-make recipes that highlight delicious meats perfect for tailgate season. Utilize short-form videos to boost engagement, as most social platforms currently favor video content in their algorithms.
- User-Generated Content: Create a branded hashtag and encourage fans to share their game day setups by tagging your brand. This boosts brand awareness and builds a connection. Reshare fan posts to show appreciation and keep the engagement going.
- Tips and Tricks: Post helpful tips on what to bring while grilling at a tailgate. Lean into what to prep and what gear is needed. Position your meat as the easy, reliable choice for every tailgate.
- Behind-the-Scenes: Give your followers a peek at how you are getting ready for gameday. Showing off the prep and the people shows authenticity and builds brand loyalty and trust.
- Live Videos: Stream directly from a tailgate to bring the fun to those who can’t be there in person. Live content showcases your brand in action and shares the excitement.
Amplifying with Paid Social
Paid ensures scale. Here are five ways to maximize ROI:
- Targeting: Focus on the right audience. Look towards sports fans, NFL and NCAA followers and fantasy football players. This audience is highly engaged during this season and likely to interact with content.
- Ad Formats: Test different formats like short-form video and carousels. Use A/B testing with the same messaging to see which format is resonating most.
- Standout Creative: Craft a bold and visual campaign that grabs attention and tells your brand story.
- Influencer Partnerships: Collaborate with influencers who tailgate regularly. Leverage their authentic content in a relatable way so you can expand your reach in niche communities.
- Promo Ads: Drive trial with game-day-only discounts and limited-time offers before big games or playoffs. Capture sales and boost product awareness when interest is at an all-time high.
Know Your Tailgater
It’s important to remember that tailgaters prefer convenience and transportability when purchasing tailgating foods. 67% of tailgaters say they actively seek new tailgating recipes or activities each season. 3 And, an even larger 80% of tailgate participants say they enjoy trying new foods during tailgating.3
Game Day Wrap Up
Social media is a powerful tool for positioning meat brands as the go-to protein and the star of any tailgate. While tradition runs deep, today’s consumers are eager to switch things up. Ride the protein-centric wave and present fresh ideas, supported by both paid and organic social strategies, so brands remain top-of-mind throughout the season.
We’d love to help your team to develop social strategies customized to your brand and products. Reach out today and let’s win big together!
