Custom Shoppable Digital Beef Aisles Allow Consumers to Choose Their Preferred Brand Through Shoppable Media

Custom Shoppable Digital Beef Aisles Allow Consumers to Choose Their Preferred Beef Brand Through Shoppable Media

New York City, NY (January 6, 2021) – Chicory, the leading digital shopper marketing platform, the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff program and manager of the Beef. It’s What’s for Dinner. brand, and VMLY&R, the Beef. It’s What’s for Dinner. brand’s end-to-end strategic partner agency, announce today a partnership to raise the profile of beef to American consumers and accelerate ecommerce growth of beef products at Kroger and Kroger banners, Walmart Grocery and Albertson/Safeway banners. To accomplish both goals, VMLY&R leveraged Chicory’s Digital Shopping Aisle experience for two media campaigns for Beef. It’s What’s For Dinner., as well as Chicory’s Recipe Activation technology for shoppable recipes on BeefItsWhatsforDinner.com, the authority on all things beef.

“At a time when more people are shopping online than ever before, this partnership has allowed us to jump into the world of ecommerce 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, a contractor to the Beef Checkoff. “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.”

Chicory’s first-to-market Digital Shopping Aisle solution enables commodity-focused groups and their agencies to equitably represent beef manufacturers, while executing an effective shopper marketing and contextual commerce campaign. Beef. It’s What’s For Dinner. is utilizing Chicory Premium in recipe ad units to “own” ingredients via in-line units and “pairings” ads to feature products within related content in order 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 banners shoppable ads are driven to Chicory’s unique Digital Shopping Aisle, showcasing the available beef products needed for the recipe, such as ground beef, steak and roasts, at a retailer. The Digital Shopping Aisle randomizes the available products that the consumer sees, ensuring a truly equitable experience for each brand and product. Here, 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.

“We’re so pleased to work with commerce expert, VMLY&R, and Beef. It’s What’s for Dinner. to leverage Chicory’s shoppable media solutions, including Digital Shopping Aisle, and shoppable recipe technology to raise the profile of beef,” said Yuni Sameshima, Chicory’s CEO and Co-Founder. “This partnership provides a solution to solve the challenge of executing an effective shopper marketing campaign while offering equal visibility to the beef brands available at the retailers featured in the campaign. Strategically integrating Chicory’s shoppable recipe technology on the roughly 1,000 recipes on BeefItsWhatsForDinner.com reinforces VMLY&R’s commerce expertise and solidifies Beef’s commitment to implement a holistic contextual commerce strategy that ultimately leads consumers to buy more beef.”

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

About BeefItsWhatsForDinner.com and NCBA, a Contractor to the Beef Checkoff

BeefItsWhatsForDinner.com, managed by the National Cattlemen’s Beef Association (NCBA), is the authority on all things beef. From creative recipes and beefy inspiration, to nutrition facts and information about how beef is produced, there’s something for everyone. NCBA is a contractor to the Beef Checkoff. The Beef Checkoff is administered by the Cattlemen’s Beef Board, with oversight provided by the U.S. Department of Agriculture.

About the Beef Checkoff

The Beef Checkoff was established as part of the 1985 Farm Bill. The Checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States may retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen's Beef Promotion and Research Board, which administers the national Checkoff program, subject to USDA approval.

About VMLY&R

VMLY&R is a global brand and customer experience agency that harnesses creativity, technology, and culture to create connected brands. Made up of more than 11,000 employees worldwide, the agency has principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore and Sydney. VMLY&R works with client partners including Colgate-Palmolive, Danone, Dell, Ford, New Balance, Pfizer and Wendy's. For more information, visit www.vmlyr.com. VMLY&R is a WPP company (NYSE: WPP).

About Chicory

Chicory is an NYC-based tech firm and the leading digital shopper marketing platform for CPG and grocery brands. Its signature “Get Ingredients” button can be found on over 1,500 recipe websites, including Taste of Home, Delish, Betty Crocker and thousands of influencer food blogs. Leveraging its extensive recipe network, Chicory partners with leading CPG brands like General Mills and grocery retailers like Wakefern to serve hyper-relevant ads to consumers in the moments when they’re planning their grocery purchases. As the pioneer of shoppable recipes, Chicory creates the digital tools to take grocery shoppers from inspiration to checkout in a few clicks. Learn more atwww.chicory.co.