Suggested Lead: The Beef Checkoff Program is strengthening its national advertising by building on the heritage of “Beef. It’s What’s For Dinner” to resonate with today’s consumer. Kim Essex, National Cattlemen’s Beef Association vice president of brand strategy and communications, says this January, after a five-year run with existing creative, the checkoff is launching new creative that meets the challenge of how to stay relevant with today’s consumers…tape
Cut #1 :30 O.C...”to the diet.”
The campaign reinforces the already existing checkoff-funded tagline, while igniting consumers’ passion for the great taste of beef and awakening their beliefs about beef’s body benefits...tape
Cut #2 :45 O.C...”to today’s consumers.”
Lean beef is a naturally rich source of nine essential nutrients that are needed for a healthy, active lifestyle, something consumers have identified as a target need. The new checkoff-funded campaign reminds consumers that beef plays an important role in healthy meals every day…tape.
Cut #3 :33 O.C...”that beef meal.”
Find out more about what fuels you, what your taste buds are longing for, and more about your overall passion for a great beef meal at www dot beef it’s what’s for dinner dot com (www.beefitswhatsfordinner.com).
The Beef Checkoff Program 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 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. For more information, visit www dot beefboard dot org (www.beefboard.org).
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