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.
“This campaign builds upon the core benefits that only beef offers – its great taste and 10 essential nutrients. While most folks just look at beef for its sizzle or great flavor, it is made up of more than that. Its nutrients are what make it the most powerful protein and what makes beef above all else,” says Michele Murray, consumer marketing executive director, for the National Cattlemen’s Beef Association (NCBA), which contracts to manage advertising for the beef checkoff. “It doesn’t hurt that the voice delivering the message on the other side of the radio epitomizes health and sizzle too.”
What’s your dinner made of, is the question each print ad asks. It is answered with bold copy highlighting the nutritional benefits of beef along with food photography. Each advertisement calls out an individual essential nutrient, like protein: “The Strip steak has lots of protein…and your appetite’s attention.” Another ad reminds you that a dinner with beef “has iron. The most lean, delicious and tender iron known to man,” explain officials at the NCBA.
The print advertisements will appear in monthly national magazines with an emphasis on food, health/fitness, parenting, lifestyle and men’s sports. In addition to traditional print placements, the campaign will appear across a wide range of digital platforms, such as tablets, online radio stations, video websites, social networking sites and popular recipe websites. State Beef Councils will extend the campaign through print, radio, digital, in-person promotions, sporting events, outdoor advertising and more. Public relations, health professional outreach, social media and other promotional efforts round out this integrated effort.