The Beef Checkoff Program is strengthening its award-winning advertising campaign by building on the core equities consumers recognize and love about beef. Powerful Beefscapes is a fresh iteration of the successful “Beef. It’s What’s for Dinner” campaign, one of the most recognizable taglines in advertising history. This bold and visually stunning campaign meets the challenge of staying relevant to today’s consumer while remaining true to the brand. Consumers say they are looking for foods that satisfy their cravings and deliver good nutrition, so this campaign lives at the intersection of what drives consumers’ protein selection: the eating experience and how protein fuels the body. The campaign will reach 86 percent of the consumer target via radio, billboards and 39 national consumer magazines in 2008.

To see or hear copies of the ads, click on the “Print ads” or “Radio ads” button in the left-hand column of this Web page.