Checkoff Advertising Campaign Launches In May
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Date: Monday, April 19, 2010
The beef checkoff is gearing up to launch a new consumer advertising this May called “Profiles”, which motivates consumers to choose beef more often by delivering compelling and surprising information that there are 29 lean beef cuts.
“Not only does it help consumers get more familiar with the 29 lean beef cuts, it builds upon the power of lean beef protein messaging momentum,” says Terri Carstensen, producer from Odebolt, Iowa, and chair of the checkoff’s Advertising Committee. “Sixty-six percent of all beef muscle cuts sold at retail are lean, and research shows that consumers say buying lean cuts of meat (69%) is the most important thing when shopping for food.”
Six lean cuts will have a starring role in the initial launch of the “Profiles” campaign – they’re also some of America’s favorites including T-bone steak, tenderloin, top loin, top sirloin, top round and 95 percent lean ground beef. Visually, each “Profiles” ad will center on a plated shot of beef with healthy sides, helping to show how beef can be part of a healthy, wholesome and delicious meal that pairs well with fruits and vegetables and whole grains. And, each cut has its own story to tell – from quick and simple cooking steps to healthy, delicious meals.
“Americans have a love affair with beef but traditionally hold back from choosing it because of nutritional concerns. Yet, beef provides 10 essential nutrients needed for a healthy, active lifestyle,” continues Carstensen. “The new campaign delivers against two drivers: the eating experience and how it fuels the body drives a consumers’ protein selection.”
Beef producers around the country have played a significant role in developing and shaping this new print campaign. The Joint Advertising Committee, led by beef producers, was engaged in every step of the new campaign development from focus group involvement, identifying the best campaign to pursue to choosing the beef cuts to showcase in the print ads.
And, the new “Profiles” checkoff campaign continues to build on the heritage of the “Beef. It’s What’s For Dinner.” tagline. The campaign will include print advertisements, checkoff radio spots and State Beef Council extension opportunities.
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for triple-tested beef recipes, cooking videos, preparation tips and beef nutrition information.
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.
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