Beef Checkoff Questions And Answers
About ‘Consumer Advertising’
1) Who is the new voice for radio advertising?
Sam Elliot was a terrific voice for beef for 10 years. We contractually cannot disclose the new voice. However, our research indicates that when consumers hear it, they recognize the new voice for its endearing quality and will associate it with qualities unique to beef: passion, protein and strength.
2) Why am I not seeing TV ads?
Prior to the newest ad campaign, a study done on consumer media habits found that magazine, Internet and radio were the media outlets that would effectively reach the highest number of targeted beef consumers.
Another important consideration is this: The cost of television advertising has increased dramatically over the years, while the checkoff has remained fixed at one dollar. We have to make our dollars go as far as possible, while delivering the greatest possible results. And this has meant that we’ve been able to spend less on advertising over all. To review the current campaign, click here.
Finally, and perhaps most important: Beef producers aren’t our target audience. Checkoff-funded advertising is designed to reach the moms, dads, and families out there who really love our product but may not always realize the nutritional value it can bring to their diets. So even if we were on TV, you might not always see checkoff-funded consumer advertising.
3) Why don’t we just tell the public that chicken and pork are bad for them?
USDA is cautious to prevent any commodity checkoff program from disparaging others. CBB would be operating outside the required standards if there were any attempt to describe negative attributes about other protein sources.
4) When poultry claims to be leaner and better for us than beef, how do they get away with that?
Poultry does not operate a producer checkoff program. Promotion and advertising for poultry products is driven primarily by a few poultry production companies using corporate advertising and promotion money, not checkoff dollars administered by USDA. In short, the limitations don’t apply.
5) Why don’t we see beef ads in the magazines I receive? Why don’t I hear beef ads on my local radio station?
To be most effective in building demand for our product, our advertising must be accurately targeted to reach consumers who make the buying decisions. So, our consumer ads are in Fitness magazine, Cooking Light, People and Parents to name a few.
6) What is the checkoff doing to build demand for beef in the Hispanic community?
Nationally, most efforts have been directed at regional Hispanic retailers through in-store promotion and other activities. In addition, several states with larger Hispanic populations have worked cooperatively on providing information through a variety of channels, including the Internet.