Beef. It's What's For Dinner in 2011!

The Beef Checkoff Program's consumer advertising program includes various promotion channels and elements, the most visible of which is consumer advertising. The goal of the checkoff's "Beef. It's What's For Dinner" campaign is to capitalize on the power of lean and reconnect consumers with beef production through different avenues of advertising. This includes print, radio, online, mobile and other targeted advertising to consumers, with the primary goal of activating consumers to choose beef.

The "29 Lean Cuts. One Powerful Protein." campaign the checkoff began in 2010 remains in full play in FY2011. The print advertising includes an arresting and educational look at the individual lean cuts that give consumers permission to satisfy their passion for beef.

The advertising program also puts a face on the beef industry. Beef ranchers and farmers tell consumers, in their own words, how they feel about their families, their ranches and their way of life – and what it means to them to provide food for others. These full-page "advertorials," which are negotiated to be free-of-charge to the checkoff, are scattered throughout the 2011 national print plan.

Take a look at specific ads in use at the links below, and view the FY2011 media plan at THIS LINK and the advertising schedule at THIS LINK.