Checkoff Launches New Consumer Advertising Campaign
The new “Beef. It’s What’s For Dinner.” consumer advertising campaign is premiering this month, bringing the recognizable tagline to older millennials and Gen-Xers. The new campaign, funded by the beef checkoff, will feature sizzling beef recipes, juicy details about essential nutrients and the voice of one of Hollywood’s most promising new talents. For more information, click here. For delicious triple-tested beef recipes, nutrition information and to learn more about the “Beef. It’s What’s For Dinner.” advertising campaign, please visit BeefItsWhatsForDinner.com.
Simplifying Beef-Cut Names
Based on research identifying a need for consumer education about beef-cut names and cooking methods, the Beef Checkoff Program partnered with the National Pork Board to unveil new Uniform Retail Meat Identification Standards (URMIS) nomenclature for fresh beef and pork for retailers to use on meat packages. Innovative eye-tracking research helped shape the new names and labels (see example), and the revised nomenclature was reviewed by USDA and the Industry-Wide Cooperative Meat Identification Standards Committee (ICMISC). Retailers, packers and scale label companies also engaged in creation of the new names and labels. For more information, visit Beef Names.
For additional information, check out these sites:
Promotion - Archive
- Spotlighting Beef via “Campaign of the Decade” (April)
- Stimulating Sales at Retail (March)
- Providing Effective Pricing Tools (March)
According to the Beef Act, promotion means any action aimed at advancing the image and desirability of beef and beef products with the express intent of improving the competitive position and stimulating sales of beef and beef products in the marketplace. Among checkoff programs in promotion are paid consumer advertising; retail and foodservice marketing; food-media communications; veal marketing; new-product development; beef recipe development; and other culinary initiatives.