Welcome to MyBeefCheckoff.com!
Welcome BEEF magazine readers to the home of your Beef Checkoff Program! As you know, your checkoff is invested in a variety of promotion, research and information programs, and through BEEF’s latest ‘e-blast,’ you received the introductory word about your checkoff’s new advertising campaign, launched in May 2010. We wanted to give you some additional details about that campaign here, as well as offer you access to extensive information about all checkoff programs through MyBeefCheckoff.com.
Profiling Beef
The beef checkoff’s new “Profiles” consumer advertising campaign is based on motivating consumers to choose beef more often by delivering compelling and surprising information about the 29 lean beef cuts to them.
With a tagline of “29 Lean Cuts. On Powerful Protein.,” the new campaign showcases the nutritional benefits and versatility of six lean favorites – T-bone steak, filet, top sirloin, strip steak, top round, and 95-percent lean ground beef.
The new print advertisements feature plated shots of beef, each with an homage to the featured cut’s personality. For example, the T-bone advertisement zeroes in on a beauty shot of the steak and points out: “When all the steaks get together, they call this one boss.” The ad for the filet mignon, also known as the tenderloin, reassures you that “’mignon’ is just fancy talk for mouthwatering.”
The print advertisements will appear in monthly national magazines with an emphasis on food, health/fitness, parenting, lifestyle and men’s sports. Radio spots on nationally syndicated radio shows and satellite radio, combined with an outdoor advertising campaign in select markets, will follow shortly after the print ads launch. Public relations, health professional outreach, social media and retail promotional efforts round out this integrated effort.
In addition, “advertorials” feature various beef producers introducing beef recipes to consumers. These are being placed as "value-add" space in publications, while newspaper ads are designed for state beef councils to place in local or regional publications.
“This campaign reinforces consumers’ passion for the great flavor beef provides, while helping consumers identify the variety of lean options beef offers,” said CBB Member Weldon Wynn, rancher from Star City, Ark., and vice chair of the checkoff’s Joint Advertising Committee.
Get more information about your checkoff investments here at www.MyBeefCheckoff.com.
Funded by the Beef Checkoff.
SOCIAL MEDIA