Florida Beef Council Sees Big Returns from Sam’s Club E-Commerce Campaign
The Florida Beef Council continues to find innovative ways to promote beef to consumers, and a recent e-commerce campaign delivered impressive results. The campaign, which ran from August 15th through September 30th, was built specifically around the Sam’s Club e-commerce platform, targeting Florida consumers during a key seasonal shopping period.
We caught up with DM Maples with the Florida Beef Council to learn more about the campaign’s goals and outcomes.
“We talk about the e-commerce thing a couple of times a year, you and I, these retail programs and this one back to school is when families are planning meals online, they’re ordering ahead, they’re looking for value. And we of course want beef to be front and center when those shopping decisions are made.”
The back-to-school timeframe proved to be an ideal window for reaching families who increasingly rely on online grocery shopping. With consumers planning meals ahead and searching for value-driven protein options, the campaign aimed to ensure beef remained top-of-mind.
“So with a $5,000 investment, the Sam’s Club campaign delivered about a half a million e-commerce ad impressions to Florida’s consumers. We know that we reach more than 125,000 Florida households who are actively shopping online.”
Beyond impressions and reach, the campaign delivered measurable sales impact—an increasingly important metric for beef checkoff investments.
“And really the biggest, coolest part of it is the campaign generated $805,000 in traceable beef sales. And what that means is Florida shoppers who see the ads and then go back to the Sam’s Club and make a purchase within 14 days.”
This traceability allows the Florida Beef Council to directly connect promotional efforts with actual consumer purchases, reinforcing the value of digital retail partnerships.
“And when we look at that $5,000 investment and we think of that $805,000 in fresh beef sales, that’s a $161 return for every beef checkoff dollar invested. And I think that’s huge because not only are we front of mind for them while they’re making these decisions, but it converts success in the campaign, the use of the checkoff dollar to actual beef sales.”
The results highlight the growing importance of e-commerce strategies in beef promotion. By aligning marketing efforts with consumer shopping behavior, the Florida Beef Council is maximizing the impact of checkoff dollars while driving real demand for beef across the state.
Audio Reporting by Dale Sandlin for Southeast AgNet.