New Beef Advertising Campaign Unveiled

Feb 4, 2008 11:42 AM

New for 2008, the Beef Checkoff Program, the marketing arm for the beef industry, is breaking a new $15 million radio and print campaign. For the past five years, separate campaigns highlighted consumers' love of beef and its nutritional value. This year, the two are combined into one effort.

"Through research we learned that we could deliver one campaign that addresses what drives consumer's protein selection: the eating experience and the benefits it provides," said Kim Essex, vice president of brand strategy and communication at the National Cattlemen's Beef Assn., Denver.

New "Powerful Beefscapes" print ads welcome consumers to "a place you love—the land of lean beef and the power of protein." The meat is actually shaped as mountains, beaches and canyons.

The concept was designed to make the campaign something beyond just food on a plate. "Beef is the only protein that can do something majestic as convey a destination," Essex said.

"Consumers do look at beef consumption differently than other foods," adds Ken Harris at Cannondale Associates, Wilton, Conn. "Dining at a fine steak restaurant occupies a place in people's minds. [Conversely,] there are no fine chicken restaurants." "Consumers can feel good about choosing lean beef as a part of a healthy lifestyle because beef is an excellent or good source of nine essential vitamins and minerals, including protein, an essential nutrient that helps fuel strength and energy for the body," says Mary Young, M.S., R.D., vice president of nutrition, NCBA.

With a budget of roughly $15 million, the campaign encourages Americans to "Discover the Power of Protein in the Land of Lean Beef" and will reach 86 percent of the consumer target via radio, billboards and 39 national consumer magazines in 2008. "By leveraging checkoff dollars, we were able to create a campaign to remind consumers that they can, indeed, reclaim the dinner they love," said John Dudley, beef producer from Comanche, Texas and former chair of the Beef Checkoff's Advertising Committee.

The first print advertisement will hit the pages of Fitness magazine's February issue, and additional consumer magazines, such as Cooking Light, People, Rolling Stone and Parents.

New radio creative ads will also be on national radio. The campaign change will be signaled by a new and distinct campaign voice that embodies the qualities unique to beef: passion, protein and strength. The famed "Beef. It's What's for Dinner" tagline and Aaron Copland's familiar "Rodeo" music will remain a part of the campaign.

Visit www.BeefItsWhatsForDinner.com to discover the power of protein in the land of lean beef, view each of the print ads, new corresponding recipes and hear the new radio advertising.

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