The Power of Lean Beef Protein
A series of consumer focus groups are helping identify consumer acceptance of new beef checkoff advertising concepts, with results from the initial phase of research clearly placing a “Power of Lean Beef Protein” message at the top of their list. On direction of the Joint Advertising Committee, the checkoff is developing a new consumer ad campaign to replace the “Power of Protein in the Land of Lean Beef” effort of the last two years. One goal of the new campaign will be to drive consumers to the “Beef. It’s What’s for Dinner” Web site for great recipes and beef information.