New Advertising Campaign
Terri Carstensen, beef producer from Odebolt, Iowa, and chairman of the industry’s Joint Advertising Committee, recently led producers in a discussion about the new beef checkoff advertising approach, called “Profiles,” including reviewing and discussing recent consumer market research, new print concepts and radio spot scripts. The new campaign, which continues to build on the popular “Beef. It’s What’s For Dinner” tagline and slated to debut this summer, focuses consumer attention on specific cuts (e.g., T-bone, top sirloin) and communicates that these cuts not only taste great, but are lean and powerful sources of protein too. Listen to an overview of the ad campaign.