Getting people to put more beef in their grocery carts today is more challenging than ever.  Tammy Vaassen, executive director of the WI Beef Council, says consumers still value beef, but the price may slow their purchases down a bit.

One of the most popular elements of May Beef Month is the annual "best beef burger" campaign.  Again this year, many restaurants from across the state were submitted for their burger creations.  Vaassen explains how promotion of those burgers escalated beef sales for those participants.

The Dump Bar & Grill in Cambria (this year's contest winner and three-time participant in the contest) reported a 30% increase in business. First-time participant Pastimes Pub & Grill in Ripon saw burger sales increase 114% and beef usage increase 118% in the 25 days following the Elite Eight announcement.

The contest generated an estimated $4.15 million in advertising value equivalency (AVE), an 88% increase over last year and a 277% increase over 2024. AVE estimates what it would have cost to purchase the same amount of exposure through paid advertising.

Total editorial reach climbed to 446 million impressions, up 87% from 2025 and 295% from 2024. Editorial reach estimates the total audience that had the opportunity to see or hear contest-related coverage. Wisconsin Beef Council digital content contributed more than 706,000 impressions during the campaign.

The contest began with statewide consumer nominations, followed by an Elite Eight selection and secret evaluations of each spot. Planning is already underway for the 4th Annual Wisconsin’s Best Burger Contest next spring.