Welcome BEEF Magazine Readers
Welcome BEEF magazine readers to the home of your Beef Checkoff Program! Through our “Ask Us” partnership with BEEF, you told us you wanted to know more about how your checkoff is being invested to build demand for your end product and increase your opportunities for profit – and we listened. As you know, your checkoff is invested in a variety of promotion, research and information programs, but you gave us some specific topics you wanted to hear more about, and we’re providing that for you here.
The Beef Checkoff Program’s “Beef. It’s What’s For Dinner” campaign currently features a consumer-advertising campaign focused on the naturally nutrient-rich qualities of lean beef, under the theme “Experience the Power of Protein in the Land of Lean Beef.” The campaign includes radio ads voiced by a popular young actor, and a “Powerful Beefscapes” print campaign.
- It’s What’s For Dinner – The beef checkoff’s “Beef. It’s What’s for Dinner” campaign began its journey saturating television, print and radio in 1992. Since then, it has made “Beef. It’s What’s for Dinner” one of the most recognizable taglines in advertising history, with 88 percent of Americans recognizing it instantly. For more information about the history and accomplishments of the campaign, go to Beef Checkoff Advertising.
- Powerful Beefscapes – In its first year, the current checkoff’s “Powerful Beefscapes” campaign reached 89.7 percent of the consumer target an average of 16.3 times. Print ads appeared in 35 national magazines a total of 143 times; radio advertising ran on about 14,000 radio stations; and media negotiations garnered $2.7 million in earned/bonus media space at no additional cost to beef producers! To view the print ads, go to Powerful Beefscapes; to hear samples of the radio ads, visit the Land of Lean Beef.
- Beef Recipes Galore – The checkoff’s consumer marketing campaign includes outreach to provide nutritional information, cooking and safety tips, and an extensive recipe database – including recipes tested in the checkoff’s own culinary center, each with detailed nutritional information, as well as information about how to handle and cook particular beef cuts, how-to videos showcasing new beef cuts, and an extensive beef photo library. For more, go to Recipe Finder.
For more information about the checkoff-funded consumer advertising campaign and its additional promotional components, visit Beef. It’s What’s for Dinner.
Stay Up-to-Date on Your Checkoff Investment
With dozens of checkoff-funded programs every year, it’s hard to list all of the valuable returns your checkoff investment delivers. For the most concise, relevant information, sign up for My Beef Checkoff News, a monthly e-newsletter highlighting how your investment is Promoting, Educating, Researching and Safeguarding to help build beef demand.