You don’t have to look far to find Certified Angus Beef ® loyalists around the globe. Their enthusiasm deserves extra perks.
That’s why the Steakholder Rewards™ brand loyalty program launched in February to connect consumers and their beef purchases, rewarding social media engagement and feedback to the brand. Its points for extras beyond great-tasting beef that can be redeemed for branded merchandise like steak knives and grilling tools or sweepstakes for unique culinary experiences.
“This is a way for us to engage on a deeper level with our consumer, and learn more about our biggest brand fans,” says Christy Johnson, vice president of branding.
More than 1,500 members joined the rewards program in the eight months since it began. Currently it’s available in the U.S. and Canada, the latter accounting for 6% of membership.
Advertising for the program began in August 2020, spurring exponential growth in the final months of the fiscal year.
“We are excited to see where this program goes and grows,” Johnson says. Many independent retailers took notice, promoting the loyalty program as if it was their own.
“Steakholder Rewards™ is an avenue for a special connection and positive experience with our brand,” says Megan Besancon, associate manager of consumer loyalty and advertising. “It gives consumers another reason for our beef to be a part of their lifestyle and culinary aspirations.”
Monthly communications with Steakholders include new recipes, the story behind the beef and tips for cooking to perfection.
Uploading a receipt is the fastest and easiest way to earn points. Members also earn points for completing activities in the Roast Perfect app, like using the timer or completing the Roasting Quiz.
Engagement generates value, too. Members who complete a survey including their favorite cut and degree of doneness earn extra.
Let’s just say our loyalists love a ribeye, medium rare.
Read more stories from the 2020 Brand Update here.
